Pengaruh Kualitas Produk dan Harga serta Word Of Mouth Terhadap Keputusan Pembelian Kosmetik Wardah

(Studi Kasus Mahasiswi STIE Widya Gama Lumajang)

Abstract

This study aims to determine the effect of product quality and price and word of mouth on Wardah cosmetic purchasing decisions (Case Study Student of STIE Widya Gama Lumajang). This research is a quantitative. The sample taken is 60 people. Sample technique used is probability sampling (simple random sampling). The results of this study indicate that partially the quality of the product has no significant effect on purchasing decisions, the price and the word of mouth has a significant effect on the purchase decision. Simultaneously product quality, price and word of mouth have significant effect to Wardah cosmetic purchasing decision on STIE Widya Gama Lumajang student. The multiple linear regression function generated is Y = 8.343-0.066X1 + 0.366X2 + 0.472X3 + e. The result of determination coefficient shows that 35,8% of purchasing decision can be explained by independent variable that is product quality, price, and word of mouth while the rest is 64,2% purchasing decision influenced by other variable not examined in this research.