PENGARUH KELOMPOK ACUAN, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi Pada Mahasiswa Administrasi Bisnis Universitas Nusa Cendana)

Abstract

This study has five main objectives: (1) to determine students' perceptions of reference groups, product quality, price, and purchase decisions regarding Wardah cosmetics among Business Administration students at Nusa Cendana University; (2) to examine the influence of reference groups on purchase decisions of Wardah cosmetics; (3) to examine the influence of product quality on purchase decisions of Wardah cosmetics; (4) to examine the influence of price on purchase decisions of Wardah cosmetics; and (5) to examine the simultaneous influence of reference groups, product quality, and price on purchase decisions of Wardah cosmetics. This research employs a quantitative approach using purposive sampling technique. The sample consists of 91 respondents who are active users of Wardah cosmetic products. Data analysis was conducted using multiple linear regression. The results show that reference groups, product quality, and price each have a significant partial effect on purchase decisions. Simultaneously, these three variables also have a significant effect on purchase decisions. Among them, price is the most dominant factor influencing purchasing decisions. The Adjusted R Square value of 0.658 indicates that 65.8% of the variation in purchasing decisions can be explained by the three variables, while the remaining 34.2% is influenced by other factors not included in this study