Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Scarlett pada Masyarakat di Kota Medan

Abstract

The currently beauty products have become one of the primary needs, apart from being used to enhance appearance to make them look more beautiful and attractive, the use of beauty products has also become a lifestyle which is now increasing considered to increase self-cinfidence when using them. In fact,sometimes they don’t hesitate to spend more to get a quality product. Customer decisions in buying and choosing a brand are inseparable from several factors, such as product quality and price. Both of these factors need to be considered bt scarlett to be able to compete with her competitors. This study aims to analiyze how the influence of product quality and price on scarlett purchasing decisions for people in the city of Medan. The influence between product quality and price will bw analyzed partially and simulneously on purchasing decisions. The form of research that was used in this research is quantitative form with associative approach. The samples in this research were taken with a purposive sampling technique and used 100 respondents as the sample. The primary data used in this research were acquired by interviewing and distributing a questionnaire directly and google form, whereas the secondary data were obtained through literature studies. The methods of data analysis that were used are validity test, reliability test, classic assumption test, multiple linear regression analysis, and hypothesis test. The results of the research conducted show that the product quality and price variables have a positive and significant effect both partially and simultaneously on Scarlett's purchasing decisions for people in the city of Medan. The coefficient of determination test shows that there is a fairly close relationship between product quality and price on purchasing decisions with an R value of 0.782. Through the adjusted R square value it is also known that the product quality and price variables contribute 69.9%, while the remaining 30.1% is influenced by other variables not discussed in this study.