THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON THE PURCHASE DECISION OF MS GLOW PRODUCTS (CASE STUDY ON USERS OF MS GLOW PRODUCTS)

Authors

  • Lolan Djafar Management Study Program, Faculty of Economics, Universitas Negeri Gorontalo, Indonesia
  • Tineke Wolok Management Study Program, Faculty of Economics, Universitas Negeri Gorontalo, Indonesia
  • Idris Yanto Niode Management Study Program, Faculty of Economics, Universitas Negeri Gorontalo, Indonesia

Keywords:

Price, Product Quality, Purchase Decision

Abstract

This study aims to determine the effect of price and product quality on the purchase decision of MS Glow products. The research method used in this research is quantitative method with descriptive quantitative approach. The data used is primary data obtained from distributing questionnaires to MS Glow product users. Sampling in the study used the Simple Random Sampling technique with a total sample of 96 respondents. Analysis of the data in this study using multiple linear regression analysis with the help of SPSS 20 program. The results of the study show that 1) the price variable has a significant positive effect on purchasing decisions; 2) product quality variables have a significant positive effect on purchasing decisions, and 3) product quality and price have a significant positive effect on purchasing decisions. The coefficient of determination in this study was 68.3%, which means that the variability of purchasing decisions can be explained by the price and product quality of 68.3%.

References

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Published

2022-07-31

How to Cite

Lolan Djafar, Tineke Wolok, & Idris Yanto Niode. (2022). THE INFLUENCE OF PRICE AND PRODUCT QUALITY ON THE PURCHASE DECISION OF MS GLOW PRODUCTS (CASE STUDY ON USERS OF MS GLOW PRODUCTS). European Scholar Journal, 3(7), 31-37. Retrieved from https://scholarzest.com/index.php/esj/article/view/2527

Issue

Vol. 3 No. 7 (2022): ESJ

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.