Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Nova Gusnita Sari / 15090184
Program Studi Pendidikan Ekonomi
Pembimbing I Alfattory Rheza Syahrul
Pembimbing II Sri Wahyuni
Tahun 2020

Abstrak :

            This study aims to determine: the influence of Product Quality, Price, Brand Image, Service Quality and Location On Purchasing Decisions on the Exclusive Matte Lip Cream Wardah in the Al-Falah Shop Padang. This type of research is kausal research. The sample in this study was that all consumer on matte lipp cream wardah 120 people. The result of this study are: 1) Product Quality (X_1) has a significant effect in Purchasing Decisions (Y) on the Exclusive Matte Lip Cream Wardah with a regression coefficient value of 0,263 and sig 0,002 <α = 0,05 2) Price (X_2) has a significant effect in Purchasing Decisions (Y) on the Exclusive Matte Lip Cream Wardah with a regression coefficient value of 0,496 and sig 0,002 <α = 0,05. 3) Brand Image (X_3) has a significant effect in Purchasing Decisions (Y) on the Exclusive Matte Lip Cream Wardah with a regression coefficient value of 0,588 and sig 0,000 <α = 0,05. 4) Service Quality (X_4) has a significant effect in Purchasing Decisions (Y) on the Exclusive Matte Lip Cream Wardah with a regression coefficient value of 0,501 and sig 0,001 <α = 0,05. 5) Location (X_5) has a significant effect in Purchasing Decisions (Y) on the Exclusive Matte Lip Cream Wardah with a regression coefficient value of 0,282 and sig 0,006 <α = 0,05 6) Product Quality, Price, Brand Image, Service Quality and Location together influence On Purchasing Decisions on the Exclusive Matte Lip Cream Wardah in the Al-Falah Shop Padang with Fhitung 26,2772> Ftabel 2,29

Keyword :

Product Quality, Price, Brand Image, Service Quality, Location and Purchasing Decisions.

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