ABSTRAK

Diah Suciningtyas 1710412620011, 2021, Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian oleh Konsumen Wardah Everyday Cheek and LipTint di Kota Banjarmasin. Di bawah bimbingan Ibu Noor Hidayati.

Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh signifikan secara parsial dan simultan Harga dan Kualitas Produk terhadap Keputusan Pembelian oleh Konsumen Wardah Everyday Cheek and LipTint di Kota Banjarmasin.

Pendekatan penelitian yang digunakan adalah pendekatan kuantitatif, tipe Explanatory Research, populasi dan sampel adalah konsumen Wardah Everyday Cheek and Lip Tint dengan jumlah sampel sebanyak 50 responden dengan teknik sampling Purposive Sampling. Teknik pengumpulan data menggunakan kuesioner dengan teknik analisis data menggunakan Analisis Regresi Linear Berganda melalui alat bantu SPSS versi 26.0.

Hasil penelitian membuktikan Harga (X₁) secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) oleh Konsumen Wardah Everyday Cheek and Lip Tint di Kota Banjarmasin dengan besar pengaruh 0,472atau sebesar 47,2%. Kualitas Produk (X₂) secara parsial berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) oleh Konsumen Wardah Everyday Cheek and Lip Tint di Kota Banjarmasin 0,345atau sebesar 34,5%. Hasil pengujian secara simultan menunjukkan Harga (X₁) dan Kualitas Produk (X₂) berpengaruh positif dan signifikan terhadap Keputusan Pembelian (Y) oleh Konsumen Wardah Everyday Cheek and Lip Tint di Kota Banjarmasin dengan besar pengaruh 0,817 atau sebesar 81,7%.

Kata Kunci : Harga, Kualitas Produk, dan Keputusan Pembelian

ABSTRACT

Diah Suciningtyas 1710412620011, 2021, The Influence of Price and Product Quality on Purchase Decisions by Consumers Wardah Everyday Cheek and Lip Tint in Banjarmasin City. Under the guidance of Mrs. Noor Hidayati.

This study aims to determine and examine the significant effect partially and simultaneously of Price and Product Quality on Purchase Decisions by Consumers of Wardah Everyday Cheek and Lip Tint in Banjarmasin City.

The research approach used is a quantitative approach, the type of Explanatory Research, the population and sample are Wardah Everyday Cheek and Lip Tint consumers with a sample of 50 respondents with purposive sampling technique. Data collection techniques using questionnaires with data analysis techniques using multiple linear regression through SPSS version 26.0.

The results of the study prove that Price (X₁) partially has a positive and significant effect on Purchase Decisions (Y) by Wardah Everyday Cheek and Lip Tint Consumers in Banjarmasin City with a large influence of 0.472 or 47.2%. Product Quality (X₂) partially has a positive and significant effect on Purchase Decisions (Y) by Wardah Everyday Cheek and Lip Tint Consumers in Banjarmasin City 0.345 or 34.5%. Simultaneous test results show that Price (X₁) and Product Quality (X₂) have a positive and significant effect on Purchase Decisions (Y) by Wardah Everyday Cheek and Lip Tint Consumers in Banjarmasin City with a large effect of 0.817 or 81.7%.

Keywords : Price, Product Quality and Purchase Decisions