PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH PT PARAGON TEHNOLOGY AND INNOVATION
DOI:
https://doi.org/10.32493/jpkpk.v2i3.2830Keywords:
Kualitas Produk, Citra Merek, dan Keputusan PembelianAbstract
Tujuan dari penelitian ini untuk mengetahui pengaruh Kualitas Produk dan Citra Merek terhadap keputusan pembelian kosmetik Wardah pada PT. Paragon Technology and Innovation secara simultan.
Populasi dalam enelitian adalah konsumen yang telah menggunakan kosmetik Wardah, dengan responden sebanyak 100 orang. Data dianalisis menggunakan uji statistik assosiatif deskriptif, uji validitas, uji reliabilitas, uji asumsi klasik, uji regresi linier berganda, uji korelasi, koefisien determinasi, uji t dan uji f.
Hasil penelitian menunjukkan bahwa Kualitas Produk dan Citra Merek berpengaruh positif dan signifikan secara simultan terhadap Keputusan Pembelian Kosmetik Wardah. Dengan persamaan regresi Y = 1.340 + 0,275 X1+ 0,721 X2, dan hasil uji korelasi sebesar X1 = 0,832, X2 = 0,869, koefisien determinasi (R square sebesar 88.3%, hasil uji F dapat diperoleh nilai f hitung> f tabel yaitu 170.897 > 3,09 dan nilai sig < 0,05 atau 0,000 < 0,05.
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