Pengaruh Harga, Kualitas Produk Dan Penggunaan Promosi Media Sosial Terhadap Keputusan Pembelian Produk Kosmetik Wardah Di Malang

Abstract

Abstract

Research Objectives To determine the effect of product price, product quality and the use of social media promotions on purchasing decisions of Wardah cosmetic products in Malang. Data were collected using purposive sampling from 172 respondents through a questionnaire with a Likert Scale. Data analysis was carried out using Descriptive Statistical Analysis, Instrument Test, Classical Assumption Test, Multiple Linear Regression Analysis Hypothesis Testing with the SPSS 22 program. The results of the study indicate that partially product price, use of social media and product quality have a positive and significant effect on the purchase of Wardah cosmetic products (significance 0.000< 0.005), Price significance 0.000 <0.05, has a positive and significant effect on Purchasing Decisions. Product Quality significance 0.000 <0.05, has a positive and significant effect on Purchasing Decisions. Social Media Promotion significance 0.000 <0.05, has a positive and significant effect on purchasing decions

Keywords : Product Price, Use Of Social Media, Product Quality, Product Purchases