Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembelian Produk Emina Kosmetik
Abstract
This study aims to analyze the influence of product quality and price on the purchase decision of Emina Cosmetic products, both partially and simultaneously. The research method used is quantitative. The population in this study consists of consumers who have purchased Emina Cosmetic products at least once and are female. The sample size is set at 100 respondents. The analysis method in this study uses primary quantitative data, with the following testing stages: validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, T-test, F-test, and coefficient of determination using SPSS 27 statistical software. The sampling method used in this study is non-probability sampling with a purposive sampling technique. The results of the study show that, partially, the Product Quality variable influences the Purchase Decision with a significance value of 0.001 < 0.05 or a t-value of 3.430 > t-table of 1.984. Price partially influences the Purchase Decision with a significance value of 0.001 < 0.05 or a t-value of 3.421 > t-table of 1.984. Simultaneously, Product Quality and Price influence the Purchase Decision with a significant value of 0.000 < 0.05.
References
Aeni, N. (2020). Effect of Product Quality , Prices and Places on Purchase Decisions Case Study of Consumers Ikhtiar Meatballs Tofu Cikarang Region. Journal of Reseacrh in Business, Economics, and Education, 2(1), 391–398.
Amilia, S., & Asmara, M. O. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan Unsam, 6(1), 660–669.
Amron, A. (2018). Effects of Product Quality, Price, and Brand Image on the Buying Decision of City Car Product. Archives of Business Research, 6(4), 1–8. https://doi.org/10.14738/abr.64.4374
Andriani, W., Abdurrahman, & Sari, P. R. K. (2019). Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Air Mineral Dalam Kemasan Merek Dharma (Studi Kasus pada Konsumen CV. Bahana Tirta Alam Maritim di Kab. Sumbawa Besar). Jurnal Manajemendan Bisnis Vol.2 No.12019, VOL2 NO.12(1), 1–17. https://jurnal.uts.ac.id/index.php/jmb/article/view/268/207
Buchari Alma. (2014). Manajemen Pemasaran dan Pemasaran Jasa, Alfabeta, Bandung.
Compas. (2021). 10 Brand Skincare Lokal Terlaris di Online Marketplace. Compas.co.id. https://compas.co.id/article/brand-skincare-lokal-terlaris/. Diakses pada tanggal 14 November 2023
Emina. (2023). Emina Cosmetics. https://www.eminacosmetics.com.Diakses pada tanggal 15 November 2023.
Fandy, Tjiptono. (2014). Pemasaran Jasa, ANDI, Yogyakarta
Fandy Tjiptono & Anastasia Diana. (2016). Pemasaran Esesi dan Aplikasi, Andi Offset, Yogyakarta.
Ghozali, Imam. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25. Semarang: Badan Penerbit Universitas Diponegoro.
GoodStats. (2022). 7 Merek Kosmetik Lokal Paling Banyak Digunakan di Indonesia 2022. Goodstats.Id.
https://goodstats.id/article/7-merek-kosmetik-lokal-paling banyak-digunakan-di-indonesia-2022-36qU3.
Hanum, F., & Rahmani, N. A. B. (2022). Analisis Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian Kosmetik Emina Pada Kalangan Mahasiswi Universitas Islam Negeri Sumatera Utara. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi (Jmbi Unsrat), 9(3), 986–998.
Jessisca, J., & Hamdan, U. (2023). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Pada Pt. Indah Sakti Motorindo Medan. Journal Economic Management and Business, 1(2), 187–196. https://doi.org/10.46576/jfeb.v1i2.2840
Kotler, P. & Armstrong, G. (2018). Principles of marketing (17th ed.). New Jersey: Pearson Prentince Hall.
Kotler, P., & Keller, K. L. (2016).Marketing Management 15th, Global Edition.Pearson Education Limited.
Lestari, S., Sabur, A., & Maulidiah, L. A. (2022). Online Purchase Decision: Do Price Perception, ProductKnowledge, and Ease of Shopping Affect Consumption? Ekuitas: Jurnal Pendidikan Ekonomi, 10(1), 169–175. https://ejournal.undiksha.ac.id/index.php/EKU
Mahaputra, M. R. (2017). Pengaruh Kepercayaan dan Nilai Nasabah terhadap Kepuasan Nasabah pada Bank BRI Cabang Soetomo Jambi. Studi Bisnis Dan Manajemen Taudi, Vol-2, 737–743. https://doi.org/10.21276/sjbms
Malau, Harman. (2017). Manajemen Pemasaran, CV Alfabeta, Bandung.
Muchran, M., & BL, M. (2019). The Effect Of Product Quality And Price On The Decision To Purchase Halal Cosmetics. Advances in Social Sciences Research Journal, 6(10), 173–177.
Muliasari, D. (2020). The Effect of Product Price and Product Quality on Purchasing Decisions for Samsung Brand Handphones Among Stie Aas Surakarta Students. International Journal of Economics, Business and Accounting Research (IJEBAR), 3(04), 501–506. https://doi.org/10.29040/ijebar.v3i04.805
Murtiningsih, D. (2023). Pengaruh Word of Mouth, Harga, Kualitas Produk Terhadap Keputusan Pembelian Minuman kopi. Judicious, 4(1), 29–37. https://doi.org/10.37010/jdc.v4i1.1215
Mustika Sari, R., & Prihartono. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian (Survey Pelanggan Produk Sprei Rise). Jurnal Ilmiah MEA (Manajemen, Ekonomi Dan Akuntansi), 5(3), 1171–1184.
Mutiara, I., & Syahputra. (2018). Pengaruh Pengetahuan Produk dan Produk Halal Terhadap Keputusan Kembelian pada Produk Kecantikan Korea. Jurnal Indonesia Membangun, 17(2), 148–160.
Octabella, D. D., Dwiyanti, S., Usodoningtyas, S., & Megasari, D. S. (2021). Review Beauty Influencer dalam Pengambilan Keputusan Konsumen terhadap Pemilihan Produk Kosmetik Kecantikan di Surabaya. Jurnal Tata Rias, 10(3), 145–153.
Safitri, I., & Ali Mauludi. (2022). Pengaruh Brand Image, Brand Trust, Harga Dan Kualitas Produk Terhadap Loyalitas Konsumen Produk Emina Cosmetics Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Islam Uin Satu Tulungagung Angkatan Tahun 2018. Juremi: Jurnal Riset Ekonomi, 2(3), 305–320. https://doi.org/10.53625/juremi.v2i3.3398
Samsul, Ramli. (2013). Bacaan Wajib Para Praktisi Pengadaan Barang/Jasa Pemerintah, Visi media, Jakarta.
Satdiah, A., Siska, E., & Indra, N. (2023). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Toko Cat De’lucent Paint. CiDEA Journal, 2(1), 24–37. https://doi.org/10.56444/cideajournal.v2i2.775
Sugiyono. (2018).Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV.
Supangkat, A. H. (2017). Pengaruh Citra Merek, Kualitas Produk, Harga Terhadap Keputusan Pembelian Tas Di Intako. Jurnal Ilmu Dan Riset Manajemen. Vol. 6, No. 9. E_ISSN: 2461-0593.
Suparyanto dan Rosad. (2014). Manajemen Pemasaran., IN MEDIA, Bogor.
Copyright (c) 2024 Poso Nugroho, Christina Dewi Wulandari, Tri Damayanti, Sahdina Nadila
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).