PENGARUH HARGA DAN KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK LIPSTIK WARDAH DI GUARDIAN LIPPO MALL PURI JAKARTA BARAT

Abstract

This study aims to determine the effect of price and product quality on purchasing decisions for Wardah lipstick products at Guardian Lippo Mall Puri West Jakarta, both partially and simultaneously. This research was motivated by the decline in Wardah's Top Brand Award index in the lipstick category over the past few years amid intense competition with other brands, leaving it empirically unclear whether price or product quality plays a more dominant role in influencing consumer purchasing decisions. This study employed a quantitative approach with a correlational research design. The sample consisted of 100 female respondents who had purchased and used Wardah lipstick products at Guardian Lippo Mall Puri West Jakarta, selected through non-probability sampling using the purposive sampling method. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression with SPSS. The results show that price has a positive and significant effect on purchasing decisions, with a calculated t-value of 3.850 and significance below 0.001. Product quality also has a positive and significant effect on purchasing decisions, with a calculated t-value of 6.958 and significance below 0.001, and is the most dominant variable with a standardized beta of 0.540. Simultaneously, price and product quality have a significant effect on purchasing decisions, with an F-value of 51.445 and significance below 0.001, explaining 51.5% of the variation in purchasing decisions. It can be concluded that price and product quality, both partially and simultaneously, have a positive and significant effect on purchasing decisions for Wardah lipstick products, with product quality being the most dominant factor.