PENGARUH KUALITAS PRODUK DAN HARGA
TERHADAP KEPUTUSAN PEMBELIAN
PRODUK WARDAH
(STUDI KASUS PADA KONSUMEN GENERASI Z
DI KABUPATEN JOMBANG)
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Institusion
Universitas Darul ulum
Author
Antin, Nyimmas Darah
Subject
H Social Sciences (General)
Datestamp
2024-09-22 04:18:42
Abstract :
This research aims to determine the influence of product quality and price on purchasing decisions for Wardah products (case study of generation Z consumers in Jombang district). The method used in this research is a quantitative method. The analysis used is multiple linear regression analysis. In taking samples using the lemeshow formula with 97 respondents. Meanwhile, the data collection methods used were interviews, questionnaires and documentation. The methods used to process and analyze data are validity testing, reliability testing, descriptive analysis, multiple linear analysis and hypothesis testing. The test results that have been carried out from this research show that product quality and price are able to influence the decision to purchase Wardah products by generation Z consumers. Keywords: Product Quality, Price and Purchasing Decisions.
This research aims to determine the influence of product quality and price on purchasing decisions for Wardah products (case study of generation Z consumers in Jombang district). The method used in this research is a quantitative method. The analysis used is multiple linear regression analysis. In taking samples using the lemeshow formula with 97 respondents. Meanwhile, the data collection methods used were interviews, questionnaires and documentation. The methods used to process and analyze data are validity testing, reliability testing, descriptive analysis, multiple linear analysis and hypothesis testing. The test results that have been carried out from this research show that product quality and price are able to influence the decision to purchase Wardah products by generation Z consumers. Keywords: Product Quality, Price and Purchasing Decisions.
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