PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH (STUDI KASUS MAHASISWI MANAJEMEN UNIVERSITAS NUSA PUTRA SUKABUMI ANGKATAN 2021)

This study aims to determine the influence of price and product quality on purchasing decisions of Wardah cosmetic products among Management students of Nusa Putra University, Class of 2021. This research uses a quantitative method with a descriptive associative approach. The sample consists of 90 respondents determined using the Slovin formula. Data were collected through the distribution of questionnaires. Data analysis was conducted using SPSS for Windows version 27. The results show that the variables of price (X1) and product quality (X2) have a positive and significant effect, both partially and simultaneously, on purchasing decisions (Y). Therefore, affordable prices and good product quality can encourage consumers to make repeat purchases and recommend the product to others.
Keywords: Price, Product Quality, Purchase Decision, Wardah Cosmetics