BUYING DECISION INFLUENCE WITH PRICE, PRODUCT QUALITY AND PROMOTING

Abstract

Consumers continue to experience rashes due to inappropriate skin care, use of counterfeit products, and use of harmful ingredients such as skin care ingredients that influence Nature Republic skin care product decisions. The purpose of this study was to analyze and determine the effect of product quality, price and promotion which simultaneously or partially influences consumer purchasing decisions for Generation Y Skincare Nature Republic products in Binjai City. This research is a combined quantitative research. The population in this study was Generation Y in Binjai and the sample used in this study was 96 people using the Objective Sampling method. The data collection method in this study used a questionnaire. The data analysis technique in this study used multiple linear regression, classical hypothesis testing, t test and F test, and the coefficient of determination. Part of product quality has a big influence on purchasing decisions, part of price has a big influence on purchasing decisions, and promotions have a big influence on purchasing decisions. At the same time, product quality, price and promotion will have a significant impact on purchasing decisions for Generation Y skin care products in Binjai City. and promotions have a great influence on purchasing decisions. At the same time, product quality, price and promotion will have a significant impact on purchasing decisions for Generation Y skin care products in Binjai City. and promotions have a great influence on purchasing decisions. At the same time, product quality, price and promotion will have a significant impact on purchasing decisions for Generation Y skin care products in Binjai City.