PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN ULANG SERUM SCARLETT WHITENING

https://doi.org/10.36441/mae.v6i1.1153

Authors

Keywords:

Harga, Keputusan Pembelian Ulang, Kualitas Produk, Promosi.

Abstract

Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian ulang produk scarlett whitening secara online. Penelitian ini menggunakan metode Kuantitatif. Data yang digunakan diperoleh dari hasil penyebaran kuesioner melalui google form kepada pelanggan akun @scarlett_whitening di marketplace official shopee. Populasi dalam penelitian ini adalah 2,1 Juta followers diambil sampel sebanyak 100 responden menggunakan purposive sampling. Analisis data menggunakan uji regresi linier berganda dan uji hipotesis yaitu uji T dan uji F. Hasil penelitian menunjukan bahwa: (a) Kualitas produk secara parsial berpengaruh terhadap keputusan pembelian ulang, (b) Harga secara parsial tidak berpengaruh terhadap keputusan pembelian ulang, (c) Promosi secara parsial berpengaruh terhadap keputusan pembelian ulang, (d) Kualitas produk, harga, promosi secara simultan berpengaruh terhadap keputusan pembelian ulang.

Published

2023-06-23

Issue

Vol. 6 No. 1 (2023): Management and Accounting Expose 2023

Section

Artikel
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