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All Journal Proceeding International Seminar of Islamic Studies
Maharani, Shalsyabila
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Religion Arts Astronomy Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Mathematics Physics Other

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INFLUENCE OF PRICE, CELEBRITY AND PRODUCT QUALITY REGARDING SKINCARE PURCHASING DECISIONS FOR FEB UMSU STUDENTS Maharani, Shalsyabila; Nasution, Satria Mirsya Affandy
Proceeding International Seminar of Islamic Studies INSIS 6 (February 2024)
Publisher : Proceeding International Seminar of Islamic Studies

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Abstract

This research aims to determine and analyze the influence of price, celebrity and product quality on purchasing decisions for skincare products among FEB UMSU students, both partially and simultaneously. This research uses a quantitative approach, with multiple linear analysis techniques. The results of the research show that price has a significant influence on skincare purchasing decisions, partially Selebgram has a significant influence on skincare purchasing decisions, partially product quality has a significant influence on skincare purchasing decisions, simultaneously there is an influence of price, celebrity grams and product quality decisions on somethic skincare purchasing. The results of the regression calculations show that the coefficient of determination (R square) obtained is 0.434, this result means that 43.4% of the purchasing decision variables can be explained by the variables price, celebrity and product quality, while the remaining 56.6% is influenced by other variables not studied.
Co-Authors Nasution, Satria Mirsya Affandy