Pengaruh Kualitas Produk, Harga, dan Word of Mouth Terhadap Minat Pembelian Make up Wardah Pada Mahasiswa Di Kota Malang

Abstract

Abstract 

This study aims to determine the effect of Product Quality, Price, and Word of Mouth on students' buying interest in Wardah Make-up in Malang City. The sampling technique used is purposive sampling so that a sample of 100 data is obtained. This study uses primary data using a questionnaire as a data collection method, data analysis techniques used are validity test, reliability test, normality test, multiple linear regression, and t test, tools IBM Spss V-22. The results showed that the effect of product quality, price, and word of mouth simultaneously had a positive and significant effect on purchase intention. Partially the effect of Product Quality has a positive and significant effect on Purchase Intention, Price has a positive and significant effect on Purchase Intention, and Word of Mouth has a positive and significant effect on Purchase Intention.

 

Keywords: Product Quality, Price, Word of Mouth, and Purchase Interest