| dc.description.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. | en_US |
