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Bangun Prajadi Cipto Utomo
Universitas Duta Bangsa Surakarta
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Model Determinan Minat Beli Produk Kecantikan di Kota Surakarta: Analisis Peran Kualitas Produk, Persepsi Harga dan Digital Marketing Shella Savita Ramadhani; Bangun Prajadi Cipto Utomo; Nur Hadi
Excellent Vol 13, No 1 (2026)
Publisher : STIE AUB Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36587/exc.v13i1.2135

Abstract

The Indonesian cosmetics market has experienced rapid growth lately, resulting in more intense competition among beauty firms. This research seeks aims to investigate how product quality, price, and digital marketing influence consumers' purchase intentions for Wardah cosmetics in Surakarta. This study employed a quantitative survey method. The participants included 100 female individuals aged fifteen years or older. The information gathered through a survey was examined using multiple linear regression. The results indicate that price, online advertising, and product quality have a significant and positive effect on purchase intention. Research indicated that the quality of a product significantly affects consumers' likelihood to buy. The findings suggest that enhancing product quality, keeping prices competitive, and optimizing digital marketing strategies can boost consumers' intention to purchase Wardah beauty products in Surakarta.
Co-Authors Ade Riyanto Agung Dirmansyah Agus Santoso, Aris Prio Ahmad Tomi Sholikhin Amad Tri Yanto Anisa Dwi Anggraini An’nissa Ita Yulianti Bintang Alan Bukhari Camukti Selo Kapiji Darwina Arshad Della Arventya Vadmara Denofata Swastikasari Eko Fulianto Eko Purwanto Farahwahida Mohd Harmastuti, Primadia Putri Heri Irawan Ilham Sentosa Indra Hastuti Indriyas Kukuh Wijayanti Isni Yanuarti Puspitasari Jimisiah Jaafar Liss Dyah Dewi Arini Liss Dyah Dewi Arini Lulu Fitriana Laela Maulindar, Joni Mega Artha Meviana Moh Muhtarom Mohammad Farreldi Azhar Permana Mohd, Farahwahida Mohd, Idaya Husna Binti Munaiseche, Christian Imanuel Novemy Triyandari Nugroho Nur Hadi Nurchim Nurmalitasari Nurmalitasari Osman, Sharina Permatasari, Hanifah Rahma Fauzia Madaningrum Refky Setiawan Rifan Amirul Hafizh, Muhammad Rio Rizq Nur Bhactiar Ronni Yudianto Santosa, Tri Djoko Sarah Fadila Sarah Sentosa, Ilham Shella Savita Ramadhani Sri Sumarlinda Suryani, Fajar Tri Djoko Santosa Tri Djoko Santosa Widya Monika Sari Windi Shilvia Puspitasari