Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Mailola Sari / 15090165
Program Studi Pendidikan Ekonomi
Pembimbing I Dina Amaluis
Pembimbing II Yola Malinda
Tahun 2020

Abstrak :

    This study aims to determine the effect of price, product quality, brand image, promotion and trust partially and simultaneously on purchasing decisions on Wardah Exclusive Matte Lip Cream Cometics. The study found that: Firs, price (X1) has a positive and significant effect on purchasing decisions. With a tcount of 0,077> ttable of 1,657. Secont, Product Quality (X2) has a positive and significant effect on purchasing Decisions With a value of tcount 0,126> ttable 1,657. Third, Brand Image (X3) has a positive and significant effect on purchasing Decisions with tcount, 0,102> table is 1,657. Fourth, Promotion (X4) has a positive and significant effect on Purchasing Decisions with a value of tcount, 0,341> table of 1,657. Fifth, Trust (X5) has a positive and significant effect on Purchasing Decisions with a value of tcount, 0,072>ttable of 1,657. Sixth, Price, Product Quality, Brand Image, Promotion and Trust together have a positive and significant effect on Purchasing Decision of Wardah Exclusive Matte Lip Cream Cosmetics Consumenrs. This can be seen in Table F which states that Fcount 35,824> F table 2,45.

Keyword :

Price, Product Quality, Brand Image, Promotion, Trust and Purchasing Decisions.

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