<![CDATA[The increasing growth of the cosmetics sector in the first quarter of 2020 according to BPS data, show that public interest and need for cosmetics is high enough. Cosmetics have become a daily need for women to support their appearance, one of which is Wardah products. Wardah is known to be one of the pioneers in the cosmetic industry in Indonesia, so its quality and existence in the community are strong enough. However, based on data on sales of Wardah products at the Gudang Kosmetik Purwokerto, it is known that sales of Wardah products fluctuate. The purpose of this study was to determine the effect of product quality and price on purchasing decisions for Wardah products at the Gudang Kosmetik Purwokerto. This research belongs to the type of explanatory research, the sampling technique uses a non-probability sampling technique. Data was collected through direct questionnaires to 96 respondents using Wardah products at the Gudang Kosmetik Purwokerto. The results of the study prove that the product quality variable affects the purchasing decisions of Wardah products, with a t value of 17.218> 1.98525 (t table) and a sig value of 0.000. On the price variable, the results show that price has a significant effect on purchasing decisions for Wardah products, with a t-count value of 11.639> 1.98525 (t table). As well as product quality and price have a significant effect on purchasing decisions, with a calculated f value of 184.497> 3.09 (F table). However, between the two variables, the product quality variable has a greater effect than the price variable, which is 66.2%. The suggestions that can be given are that the company should provide product tester so customers can try it first, implementing odd price strategies, early/end of month discounts, twin date discounts, creating product bundling to giving gifts for purchases with a minimum price and by continuing to build strategies to improve relationships or interactions with customers.Meningkatnya pertumbuhan sektor kosmetik di kuartal I tahun 2020 sesuai data BPS, menunjukkan bahwa ketertarikan dan kebutuhan masyarakat akan kosmetik cukup tinggi. Kosmetik sudah menjadi kebutuhan sehari-hari kaum wanita guna mendukung penampilannya, salah satunya yaitu produk Wardah. Wardah diketahui merupakan salah satu pelopor dalam industri kosmetik di Indonesia, sehingga kualitas dan eksistensinya di masyarakat pun cukup kuat. Namun, berdasarkan dari data penjualan produk Wardah di Gudang Kosmeik Purwokerto, diketahui bahwa penjualan produk Wardah fluktuatif. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk dan harga terhadap keputusan pembelian produk Wardah di Gudang Kosmetik Purwokerto. Penelitian ini termasuk tipe explanatory research, pengambilan sampel melalui teknik nonprobability sampling. Data diambil melalui penyebaran kuesioner secara langsung kepada 96 responden pemakai produk Wardah di Gudang Kosmetik Purwokerto. Hasil penelitian membuktikan bahwa variabel kualitas produk berpengaruh terhadap keputusan pembelian produk Wardah, dengan nilai t hitung 17,218>1,98525 (t tabel) dan nilai sig 0,000. Pada variable harga, hasil menunjukan jika harga berpengaruh signifikan terhadap keputusan pembelian produk Wardah, dengan nilai t hitung 11,639>1,98525 (t tabel). Serta kualitas produk dan harga berpengaruh signifikan terhadap keputusan pembelian, dengan nilai f hitung 184,497>3,09 (F tabel). Namun, diantara kedua variabel, variabel kualitas produk berpengaruh lebih besar dibandingkan variabel harga, yaitu sebesar 66,2 %. Adapun saran yang dapat diberikan yaitu hendaknya perusahaan memberikan tester untuk setiap produk sehingga konsumen bisa mencobanya terlebih dahulu, mengaplikasikan strategi odd price, diskon awal/akhir bulan, diskon tanggal kembar, membuat product bundling hingga pemberian gift untuk pembelanjaan dengan minimal harga atau produk tertentu serta dengan terus membangun strategi dalam rangka meningkatkan hubungan atau interaksi dengan pelanggan.]]>
