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All Journal Journal of Trends Economics and Accounting Research
Sahdina Nadila
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Economics, Econometrics & Finance

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Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Emina Kosmetik Nugroho, Poso; Christina Dewi Wulandari; Tri Damayanti; Sahdina Nadila
Journal of Trends Economics and Accounting Research Vol 4 No 4 (2024): June 2024
Publisher : Forum Kerjasama Pendidikan Tinggi (FKPT)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jtear.v4i4.1308

Abstract

This study aims to analyze the influence of product quality and price on the purchase decision of Emina Cosmetic products, both partially and simultaneously. The research method used is quantitative. The population in this study consists of consumers who have purchased Emina Cosmetic products at least once and are female. The sample size is set at 100 respondents. The analysis method in this study uses primary quantitative data, with the following testing stages: validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, T-test, F-test, and coefficient of determination using SPSS 27 statistical software. The sampling method used in this study is non-probability sampling with a purposive sampling technique. The results of the study show that, partially, the Product Quality variable influences the Purchase Decision with a significance value of 0.001 < 0.05 or a t-value of 3.430 > t-table of 1.984. Price partially influences the Purchase Decision with a significance value of 0.001 < 0.05 or a t-value of 3.421 > t-table of 1.984. Simultaneously, Product Quality and Price influence the Purchase Decision with a significant value of 0.000 < 0.05.
Co-Authors Christina Dewi Wulandari Nugroho, Poso Tri Damayanti