PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI ( Studi Kasus Pada Konsumen Wardah Cosmetics Di Balangan )

Normaleni, Siti (2021) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI ( Studi Kasus Pada Konsumen Wardah Cosmetics Di Balangan ). Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Penelitian ini bertujuan untuk menguji dan menjelaskan : (1) pengaruh kualitas produk tehadap minatbeli, (2) pengaruh harga terhadap minat beli, (3) pengaruh kualitas produk terhadap keputusan pembelian, (4) pengaruh harga terhadap keputusan pembelian, (5) pengaruh minat beli terhadap keputusan pembelian, (6) pengaruh kualitas produk dan harga terhadap keputusan pembelian melalui minat beli. Rancangan penelitian ini adalah penelitian kuantitatif dan merupakan penelitian survey. Populasi penelitian konsumen produk Wardah Cosmetics di Balangan dan sampel sebesar 100 responden dengan analisis Regresi Linier Berganda. Hasil penelitian menunjukkan 1) kualitas produk terdapat pengaruh yang tidak signifikan terhadap minat beli konsumen, 2) harga terdapat pengaruh yang signifikan terhadap minat beli konsumen, 3) kualitas produk tidak dapat berpengaruh signifikan terhadap keputusan pembelian, 4) harga terdapat pengaruh yang signifikan terhadap keputusan pembelian, 5) minat beli terdapat pengaruh yang signifikan terhadap keputusan pembelian,6) kualitas produk dan harga berpengaruh signifikan secara simultan terhadap keputusan pembelian melalui minat beli, hal ini mengindikasikan bahwa variabel harga berpengaruh dapat meningkatkan keputusan pembelian konsumen produk Wardah Cosmetics. This study aims to examine and explain: (1) the effect of product quality on buying interest, (2) the effect of price on buying interest, (3) the effect of product quality on purchasing decisions, (4) the effect of price on purchasing decisions, (5) the effect of interest buying on purchasing decisions, (6) the effect of product quality and price on purchasing decisions through buying interest. The design of this research is quantitative research and is a survey research. The research population of Wardah Cosmetics consumers in Balangan and a sample of 100 respondents with Multiple Linear Regression analysis. The results showed 1) product quality had an insignificant effect on consumer buying interest, 2) price had a significant influence on consumer buying interest, 3) product quality could not have a significant effect on purchasing decisions, 4) price hadinfluence on consumer buying a significantdecisions. purchase, 5) buying interest has a significant influence on purchasing decisions, 6) product quality and price simultaneously have a significant effect on purchasing decisions through buying interest, this indicates that the influential price variable can increase consumer purchasing decisions for Wardah Cosmetics products.

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Kualitas Produk, Harga, Minat Beli, Keputusan Pembeliaan Product Quality, Price, Purchase Interest, Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: Siti Normaleni
Date Deposited: 22 Sep 2021 01:34
Last Modified: 22 Sep 2021 01:34
URI: http://eprints.uniska-bjm.ac.id/id/eprint/7552

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