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All Journal Jurnal Manajemen Bisnis Krisnadwipayana
Nadia Putri Yulanda
Program Studi Manajemen Fakultas Ekonomi Universitas Krisnadwipayana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Wardah Glasting Liquid Lip Konsumen Guardian Mall Bassura Nadia Putri Yulanda; Arief Rachmawan Assegaf
Jurnal Manajemen Bisnis Krisnadwipayana Vol 14 No 1 (2026): Jurnal Manajemen Bisnis Krisnadwipayana
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jmbk.v14i1.999

Abstract

The purpose of this study is to analyze the influence of price and product quality on the purchasing decision of Wardah Glasting Liquid Lip products for consumers at Guardian Mall Bassura. This study uses a quantitative method with a survey approach. The sample was selected using purposive sampling with the criteria of female respondents who purchased Wardah products. The number of samples was calculated based on the lemeshiw calculation of 100 respondents. Data analysis used multiple and simple linear regression. The results of the study partially show that price has an effect on purchasing decisions and product quality has an effect on purchasing decisions. Simultaneously, price and product quality have an effect on purchasing decisions for Wardah Glasting Liquid Lip products for consumers at Guardian Mall Bassura.
Co-Authors Arief Rachmawan Assegaf