Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Lip Cream Hanasui (Studi Kasus Mahasiswi Universitas Lancang Kuning)

Abstract

This research intends to investigate how product quality and pricing affect the buying choices of female students regarding Hanasui lip cream at Lancang Kuning University. A quantitative research method was applied, utilizing a purposive sampling technique, and included 130 participants. Data were gathered using surveys and evaluated with SPSS version 25. The testing of data involved classical assumptions (validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and autocorrelation test) along with multiple linear regression analysis (t test, F test, and the coefficient of determination R2). The findings indicate that product quality (X1) positively impacts purchasing decisions (Y) with a value of 0. 179, or 17. 9%, which shows a significant effect; thus, H1 is confirmed. The partial analysis reveals that pricing (X2) significantly impacts purchasing decisions (Y) with a value of 0. 468, or 46. 8%, leading to the acceptance of H2. Furthermore, the results demonstrate that both product quality and pricing jointly have a substantial effect on the buying decisions of female students at Lancang Kuning University, with a significance level of 0. 000.