Pengaruh Kualitas Produk, Merk, Promosi dan Harga Produk Terhadap Keputusan Pembelian Konsumen Wardah (Studi Kasus pada Mahasiswa di Universitas Muhammadiyah Surakarta)
This study aims to examine, analyze and explain the influence of product quality, brand, promotion and price variables on purchasing decisions. Nowadays teenagers and adults already have the awareness to use cosmetic products in addition to supporting appearance as well as to maintain healthy skin. Consumers will use cosmetic products that have quality products, well-known brands and have affordable prices for consumers. So companies must be able to maintain the quality, brand and price so consumers are not interested in choosing other products. Purchasing decisions will occur if these variables are maintained by the company so that consumers will continue to make repeat purchases of the product.
From the results of testing the models in this study, using purposive sampling with the help of IBM SPSS Statistics 21 software, on 100 respondents, can explain the relationship between product quality, brand, promotion, and price on purchasing decisions on Wardah consumers.
The results showed that: First, product quality has a positive and significant effect on purchasing decisions. Second, the brand has a positive and significant influence on purchasing decisions. Third, promotion does not have a positive and significant effect on purchasing decisions. Fourth, prices have a positive and significant effect on purchasing decisions. Based on the discussion and conclusion, it is suggested to Wardah company to increase promotion activities to attract consumers to purchase Wardah products
