Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Kosmetik Lipstik Hanasui Di Pekanbaru (Studi Kasus Followers Instagram)
Keywords:
Product Quality, Price And Promotion On Purchasing.Abstract
This inquiry endeavors to appraise corporate performance by interrogating the influence of product quality, price, and promotion on consumer purchasing determinations, specifically regarding Hanasui lipstick among Pekanbaru-based Instagram adherents. Utilizing purposive sampling (n = 190) per Hair et al.'s framework, data were procured via structured digital questionnaires and analyzed through multivariate linear regression using SPSS v2.6.
Validity, reliability, and classical assumptions (t-test, F-test) were methodically examined. The findings disclose that product quality, price, and promotional vectors each exert a statistically significant and positive partial influence on purchasing behavior (p = 0.001 < 0.05). Collectively, these variables elucidate 64% of the variance in decision-making (R² = 0.640), with the remaining 36% attributable to exogenous factors beyond the study’s ambit.
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