Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian Wardah pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

Wardah continues to strive to expand its wings so that it now has a line of products. According to Shabrina Salsabilla as Brand Manager of Wardah Cosmetics, Wardah always prioritizes halal factors starting from the development process to the production of its products. This concept is always applied in all factories that produce various product lines ranging from makeup to facial or hair care. The aim of this research is to determine the influence of product quality, price and brand image variables both partially and simultaneously on purchasing decisions. The sample used in this research was 77 students, Universitas Sumatera Utara. Data collection was carried out by distributing questionnaires to respondents. The analytical method used is Multiple Linear Regression analysis, hypothesis testing using the F test and T test. The research results show the test results for the entrepreneurial orientation variable. The test results for the entrepreneurial orientation variable show that the hypothesis value H1 is accepted and H0 is rejected, meaning that product quality has a positive effect and partially significant to wardah purchasing decisions. The test results for the entrepreneurial orientation variable show that the hypothesis value H2 is accepted and H0 is rejected, meaning that price has a partially positive and significant effect on wardah purchasing decisions. The test results for the entrepreneurial orientation variable show that the hypothesis value H3 is accepted and H0 is rejected, meaning that brand image has a partially positive and significant effect on Wardah purchasing decisions. The test results show that the hypothesis value H4 is accepted and H0 is rejected, meaning that product quality, price and brand image simultaneously have a positive and significant effect on Wardah purchasing decisions.