INFLUENCE OF PRODUCT QUALITY, PRICE, AND IMPROVED BRAND IMAGE DECISION PURCHASE WARDAH COSMETICS ON THE SHOPEE MARKETPLACE (Study of Undergraduate Management Study Program Students, FEB Muhammadiyah University Semarang)
Abstract
This research aims to determine the influence of product quality, price and brand image on purchasing decisions for Wardah cosmetics on the Shopee marketplace (Study of Management Study Program students at FEB University of Muhammadiyah Semarang). Samples were taken from active FEB Bachelor of Management students for the 2023-2024 academic year. The analysis technique is carried out using multiple linear regression analysis. The sample selection in this research used the purposive sampling method. The number of students sampled based on predetermined criteria was 100 respondents. Hypothesis testing uses the t test, F test, and Determination test. Apart from that, the data normality test, multicollinearity test and heteroscedasticity test were also used. Product quality has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, brand image has a negative and significant effect on purchasing decisions.
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