Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Impor Cosrx Di Jakarta
Abstract
Abstract.
This study aims to determine the influence of product quality and price on purchasing decisions for imported
COSRX products in Jakarta. The method used was quantitative with an associative approach, and data
collection was conducted through a questionnaire administered to 160 respondents. Data analysis was
conducted using validity and reliability tests, classical assumptions, multiple linear regression, t-tests, Ftests, and coefficients of determination. The results indicate that product quality and price have a positive
and significant effect on purchasing decisions, both partially and simultaneously. Furthermore, price has
a more dominant influence than product quality. These findings are expected to provide strategic input for
companies and contribute to the development of marketing science and consumer behavior.
Keywords: Product Quality, Price, Purchasing Decisions, Imported Products, COSRX
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