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Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Kosmetik Wardah pada Toko Sejati Kosmetik di Belilas Kecamatan Seberida Kabupaten Indragiri Hulu

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This study aims to determine the effect of product quality and price on purchasing decisions for Wardah cosmetic products at a true cosmtik store in Belilass, Seberida sub-district, Indragiri Hulu district. This type of research is a quantitative research using descriptive method. The population in this study are consumers who have purchased and consumed Wardah cosmetic products at the age of 17 to 20 years and over in Belilas, Seberida District, Indragiri Hulu Regency, with sampling using non-probability sampling with purposive sampling technique with a sample of 75 respondents. The technique used is multiple linear regression technique. The results showed that the purchasing decision variables (X1), price (X2) and product quality (Y) simultaneously had a significant effect on purchasing decisions (Y) for wardah products at a true cosmtik store in Belilass, Seberida sub-district, Indragiri Hulu district.

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Detail Information

Call Number

Manajemen 658.5 Sit P

Language

Indonesia

NPM

185210031

Publisher

Pekanbaru : Universitas Islam Riau., 2022

Keyword(s)

Produk
Product Quality (X1)
Price (X2)
Purchase Decision (Y)

Other Information

Petugas

Uthi Kurnia

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