PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE WARDAH PADA GEN Z MUSLIM DI KOTA JAMBI

Abstrak

Penelitian ini bertujuan untuk menguji pengaruh harga dan kualitas produk terhadap keputusan pembelian skincare wardah pada gen z muslim di Kota jambi. Metode penelitian yang digunakan adalah metode kuantitatif. Jumlah sampel dalam penelitian ini sebanyak 100 responden. Hasil penelitian mengungkapkan bahwa harga berpengaruh negatif dan signifikan terhadap keputusan pembelian. Sedangkan kualitas produk berpengaruh positif dan  signifikan terhadap keputusan pembelian. Selain itu hasil penelitian juga menujukkan bahwa secara simultan harga dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan analisis data dalam penelitian ini, variable-variabel yang digunakan valid dan reliabel. Pada pengujian asumsi klasik ,penelitian ini berdistribusi normal, tidak terjadi gejala heteroskedastisitas dan multikolinearitas.

This study aims to test the effect of price and product quality on Wardah skincare purchasing decisions on Muslim Gen Z in Jambi City. The research method used is a quantitative method. The number of samples in this study was 100 respondents. The results of the study revealed that price had a negative and significant effect on purchasing decisions. While product quality had a positive and significant effect on purchasing decisions. In addition, the results of the study also showed that simultaneously price and product quality had a positive and significant effect on purchasing decisions. Based on the data analysis in this study, the variables used were valid and reliable. In the classical assumption test, this study was normally distributed, there were no symptoms of heteroscedasticity and multicollinearity.