Pengaruh Kualitas Produk, Harga, Brand awarness Terhadap Keputusan Pembelian Produk Skincare “Kahf” Studi Kasus Mahasiswa Ekonomi Dan Bisnis Universitas Islam Malang

Abstract

Abstract

This study aims to analyze the effect of product quality, price, and brand awareness on the purchase decision of Kahf skincare among students of the Faculty of Economics and Business, Islamic University of Malang. The study uses an associative quantitative approach with a questionnaire administered to 75 respondents. The data were analyzed using multiple linear regression through SPSS to test the partial and simultaneous effects of independent variables on purchase decisions.The results show that the product quality variable (X1) has a positive and significant effect on purchasing decisions with a significance value of 0.006 < 0.05 and a regression coefficient of 0.495. The price variable (X2) also has a positive and significant effect on purchasing decisions with a significance value of 0.010 < 0.05 and a regression coefficient of 0.320. Meanwhile, the brand awareness variable (X3) showed insignificant results on purchasing decisions, with a significance value of 0.835 > 0.05 and a regression coefficient of -0.023. Simultaneously, the three independent variables have a significant effect on purchasing decisions with a calculated F-value of 21.585 > F-table 3.124 and significance of 0.000 < 0.05.The research findings show that students consider product quality and price more when purchasing Kahf skincare products, while brand awareness is not a dominant factor. This indicates the importance of improving quality, competitive pricing strategies, and strengthening brand awareness through marketing communications in order to increase consumer purchasing decisions. Keywords: Product Quality, Price, Brand Awareness, Purchase Decision, Kahf Skincare