Amkop Management Accounting Review (AMAR)
Vol. 5 No. 2 (2025): July - December

Factors Affecting Purchasing Decisions on Wardah Cosmetics : (Case Study: People in Medan City)

Edji, Syahdani Nazwa (Unknown)
Yenni Samri Juliati Nasution (Unknown)
Khairina Tambunan (Unknown)

Article Info

Publish Date
31 Jul 2025

Abstract

This study aims to determine and analyze the factors that influence purchasing decisions on wardah cosmetics among the people of Medan city. This research uses a quantitative approach. The data used in this study are primary data obtained from questionnaires. The sample of this study was the people of the city of Medan, totaling 100 respondents. The analysis technique uses multiple linear regression analysis. The results of the study partially show that influencing factors such as taste, income, price, lifestyle, and halal labeling have a positive and significant effect on purchasing decisions. The results of the study simultaneously show that influencing factors such as taste, income, price, lifestyle, and halal labeling have a positive and significant effect on purchasing decisions.

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Journal Info
Amkop Management Accounting Review (AMAR)
Website

Abbrev

amar

Publisher

Sekolah Tinggi Ilmu Ekonomi Amkop Makassar

Subject

Humanities Economics, Econometrics & Finance Social Sciences

Description

Amkop Management Accounting Review (AMAR) futhermore seeks to advance an understanding of management accounting in its broader context, such as issues related to the interface between internal and external reporting or taxation. New theories, topical areas, and research methods, as well as original ...