PENGARUH KUALITAS PRODUK, GAYA HIDUP, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAUSKIN HB DOSTING (STUDY KASUS: MAHASISWA STIE BIMA)
The Effect Of Product Quality, Lifestyle, And Price On Lauskin HB Dosting Purchase Decisions (Case Study: Stie Bima Students)
DOI:
https://doi.org/10.59896/gara.v19i3.373Keywords:
Product Quality, Lifestyle, Purchase DecisionAbstract
This study aims to determine the influence of Product Quality, Lifestyle, and Price on purchasing decisions of Lauskin HB Dosting among STIE Bima students. The background of this study is based on the increasing use of body lotion products that have become a basic necessity in modern society, and various manufacturers in the beauty industry continue to compete in producing new products with various advantages to attract the attention of potential consumers of body lotion users. This study uses a quantitative approach with an associative method. Data were collected through distributing questionnaires to 96 respondents selected by purposive sampling method. The data analysis technique used multiple linear regression processed with SPSS version 25 software. The results of the study indicate that partially, Product Quality, Lifestyle, and Price have a significant effect on purchasing Lauskin HB Dosting. Likewise, simultaneously, the three variables have a significant effect on purchasing decisions. The coefficient of determination (R²) of the regression analysis shows an adjusted R² of 0.422, which means that 42.2% of the variation in the dependent variable (Purchase Decision) can be explained by the independent variables, namely product quality, lifestyle, and price. Meanwhile, the remaining 57.8% is explained by factors outside this regression model.
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