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Totok Haryanto
Universitas Muhammadiyah Purwokerto
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PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI HARGA DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PURWOKERTO Nadya Nur Alifa; Dian Widyaningtyas; Tri Septin Muji Rahayu; Totok Haryanto
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3752

Abstract

Introduction: This study aims to investigate the impact of product quality, brand image, price perception, and product design on students’ purchase decisions for Wardah cosmetics at Muhammadiyah University Purwokerto.Methods: Purposive sampling was used, with a total of 130 respondents who had purchased and used Wardah cosmetic products. Results: Product quality, price perception, and product design have a positive and significant effect on purchasing decisions. This suggests that consumers prioritize good quality, a reasonable price, and attractive product design when making purchasing decisions. Meanwhile, brand image does not have a significant effect on purchasing decisions. Although consumers have certain perceptions of the Wardah brand, its brand image is not strong enough to influence purchasing decisions. Consumers generally focus more on the direct benefits of Wardah cosmetics.Conclusion and Suggestion: This study demonstrates that companies must prioritize enhancing product quality, offering prices that align with the benefits provided, and developing more appealing product designs to influence purchasing decisions, as these factors have been proven to drive purchasing decisions. Keywords: Brand Image, Price Perception, Product Design, Product Quality, Purchase Decision,
Co-Authors Agus Mulyadi P Ai Sinta Rosita Akhmad Darmawan Akhmad Fauzan Akhmad Fauzi Alfato Yusnar Kharismasyah Alfato Yusnar Kharismasyah Anis Shofiyani Aqsha Anantha Arini Hidayah, Arini Daniels Marshall Aththarsyach Dian Widyaningtyas Edi Joko Setiyadi Erny Rachmawati Fatmah Bagis Fitri Rakhmawati Florida Mandiriani Suwaji Hadi Pramono Hengky Widhiandono, M.Si. S.E. Herdian Hermin Endratno Hermin Endratno Herni Justiana Astuti Herni Justiana Astuti Humrotul Hasanah Ika Yustina Rahmawati Lahan Adi Purwanto Luthfi Arie Widzayanto M. Agung Miftahudin Maulida Nurul Innayah Melina Nur Afifah Meydy Fauziridwan Muchammad Agung Miftahuddin Muhamad Rizki Harmawan Muhamad Satria Mediansyah Muhammad Wildan Islami Nadya Nur Alifa Naela Aziizahtur Rif'aa Naelati Tubastuvi Nafis Mahesa Putra Novi Crisnandani Nurmasari, Eldisa Zenita Prasetyo, Rizki Galih Purnadi, Purnadi Rafif Widianto Resti Meilani Restu Frida Utami Retnaningrum, Maharani Sandra Dewi Suyoto Suyoto Suyoto Suyoto Suyoto Suyoto Suyoto Tri Septin Muji R. Tri Septin Muji Rahayu, Tri Septin Ulfa Nur Haizah Wida Purwidianti