Pengaruh Kualitas Produk dan Kesadaran Merek Terhadap Keputusan Pembelian Lipstick Wardah Exclusif Matte Lip Cream Mahasiswi STIE Widya Gama Lumajang

Abstract

This study aims to determine the effect of product quality, and brand awareness on purchasing decisions lipstick Wardah Exclusive Matte Lip Cream on student STIE Widya Gama Lumajang. This research is quantitative. The data obtained were analyzed using multiple linear regression. The type of data used is primary data, while the data source used is external data. The sampling technique used was simple random sampling, with a total sample of 60 respondents. The results of this study indicate that partially the quality of the product has no significant effect on purchasing decisions. While brand awareness has a significant effect on purchasing decisions. Simultaneously product quality, and brand awareness have no significant effect on purchasing decisions lipstick Wardah Exclusive Matte Lip Cream.