Product Quality and Variety as Determinants of Purchase Decisions: The Moderating Role of Price in Herbalife Market, Ubud Indonesia

Putu Ayu Titha Paramita Pika (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pendidikan Nasional)
Ni Komang Indra Swari (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pendidikan Nasional)
Nyoman Sri Subawa (Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Pendidikan Nasional)

Amkop Management Accounting Review (AMAR)
Vol. 6 No. 1 (2026): January - June

The wellness industry in Indonesia is experiencing significant growth, driven by increasing consumer awareness of health, nutrition, and a holistic lifestyle. This study aims to analyze the influence of product quality and product variety on Herbalife purchasing decisions in Ubud, Bali, with price as a moderating variable. The research approach used was quantitative, with proportionate stratified random sampling of 100 Herbalife consumers in Ubud. Data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) through SmartPLS 4.1 to test for direct and moderating effects. The results showed that. Product quality had a positive and significant effect on Herbalife purchasing decisions in Ubud. Product variety had no significant effect on Herbalife purchasing decisions in Ubud. Price had a positive and significant effect on Herbalife purchasing decisions in Ubud. Product quality had a significant effect on purchasing decisions through price moderation. Product variety had a significant effect on purchasing decisions through price moderation.