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Perilaku Keputusan Pembelian Produk Skincare Dan Kosmetik Lokal Yang Di Pengaruhi Manfaat Produk, Harga Dan Kualitas Produk

Year: 2024

Type: article

Abstract: This study aims to determine whether product benefits, price and product quality have an effect on purchasing decisions for Skincare and cosmetic products. The type of research used is causality quantitative research. The population chosen in this study are consumers who have purchased Something products. The sampling method used in this study was nonprobability sampling using purposive sampling technique, so 170 respondents were obtained. The data analysis method used in this study is Partial Least Square (PLS). The results of the analysis state that product benefits have no effect on purchasing decisions for Skincare and cosmetic products. Price affects the decision to purchase Skincare and cosmetic products. Product quality affects the purchase decision of Skincare and cosmetic products.

Source: Jurnal Bisnis Darmajaya

DOI: 10.30873/jurnalbisnis.v10i2.695

Authors: Muhammad Saputra, M. Ahadi Nouvan, Novita Sari, Iis Narasi

Institution: Informatics and Business Institute Darmajaya

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4407180946

FWCI: 0.472

Cites:

Cited by: 1

Related to: 10