Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Perhiasan Imitasi Pada Toko Rara Aksesoris

Yasmita, Hafsyah
Nasution, Juliana
Dharma, Budi

Oikonomia: Jurnal Manajemen
Vol. 20 No. 1 (2024): Oikonomia: Jurnal Manajemen

The purpose of this study is to identify and evaluate how price and product quality influence customers' decision to buy costume jewelry from Rara Aksessories. Quantitative research methodology. A total of 100 Rara Aksessories customer respondents from the entire population who made more than 2 transactions online participated in this study using associative techniques.  Information was collected through a questionnaire given to respondents and analyzed using multiple linear regression analysis methods in the IBM SPSS Statistic 27 program. The research findings show that price and quality simultaneously have a positive influence on imitation jewelry purchasing decisions at Rara Accessories. Suggestions Future researchers are expected to add other variables and other research stores/locations.