ANALYSIS OF THE EFFECT OF PRICE, PRODUCT QUALITY, AND PROMOTION ON PURCHASING DECISIONS FOR IMPORTED FEMALE COSMETICS

Abstract

This study aims to determine “Analysis of Factors That Affects Purchase Decision of Imported Female Cosmetics”. Variable independent consisting of price, quality, and promotion variables dependent consists of Purchase decision of imported female cosmetics. The population in this study are consumers Who have Indonesia’s female minimum at 15 years old, have used import cosmetics, or who is the distributor/ forwarder import cosmetics. The number of samples is 399 people with the technique of taking samples using the probability sampling with techniques cluster sampling techniques, the method used in this research is data collection using a questionnaire and using analysis techniques Multiple linear regression. The results of this study indicate that general the price has a positive effect and has a significant effect on purchase decision of imported female cosmetics. Generally, the quality has a positive effect and Significant towards effect on purchase decision of imported female cosmetics. Generally, promotion has a positive and significant effect on purchase decision of imported female cosmetics, and simultaneously price, quality, and promotion have a positive and significant effect on purchase decision of imported female cosmetics.