PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK LIPSTIK MEREK WARDAH DI KOTA PEKANBARU

Abstract

Modern life tends to offer convenience and beneficial products for people’s appearance. Like cosmetics, for now, cosmetics have become people’s needs, especially for women. Because for most of women, cosmetics help them to bolster up their appearance because it helps them to feel confident and leave a good impression. Because of the current high demands of cosmetics which gave the opportunity to a lot of company to offer their own products. The purpose of this research is to knowledge and analyze the effect of quality product, price, promotion, and brand image of wardah lipstick cosmetics in Pekanbaru city. The data analysis technique used is multiple linear regression analysis using the t-test and F test for hypothesis testing. The result of this research indicates that not all variables are influential, in the price variable there’s no significant influence on people’s buying decisions, while the variables of product quality, promotions, and brand image have a significant influence on people’s buying decisions of wardah lipstick cosmetics.