PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS BATANGHARI JAMBI)

Rika Ayu Lestari, Rika Ayu Lestari (2022) PENGARUH KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK MAKE OVER (STUDI PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS BATANGHARI JAMBI). skripsi thesis, Universitas batanghri.

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Abstract

ABSTRACT Rika Ayu Lestari/ 1800861201225/ Faculty of Economics University Batanghari Jambi/ Effect of Product Quality on Cosmetic Product Purchase Decisions Make Over (Study in Students of faculty of economics, University of Batanghari Jambi)/ 1 st Advisor Sakinah AS, SE, MM /2nd Anisah, SE, MM The purpose of this research is to know and analyze the quality of products and decisions to purchase Make Over Products at the Faculty of Economics, Batanghari Jambi University and Knowing and analyzing the influence of product quality on the purchase decision of Make Over Products at the Faculty of Economics, Batanghari Jambi University, Batanghari Jambi University. This research includes the type of correlational research, using the research methods used is the survey method. The data retrieval technique with poll, the score obtained from the poll is then analyzed with a descriptive analysis that is poured in the form of percentages. Quantitative research is a study that works with numbers, whose data is tangible number (score or value, rank or frequency) analyzed using statistics to answer questions or hypotheses Research that is specific in nature and to make predictions that certain three affects other variables. PT. Paragon Technology and Innovation, known as PT PTI, was established on 28 February 1985 with the initial name PT. Heritage of mother tradition. PT PTI which was newly renamed in 2011 itself is one of the major companies in Indonesia engaged in the field of cosmetics. PT. Paragon Technology and Innovation City Jambi only produced hair care with the name Putri devoted to salons. The product development experienced a considerable increase until finally in the year 1990 PT. Paragon Technology and Innovation City Jambi production in the industrial area Cibodas Tangerang to increase production capacity. The average score of 378 means that the product quality dimension is rated good by consumers. An average score of 377 means that purchasing decisions are rated well by consumers. The variable coefficient of Product Quality of 0.246 means that every time there is an increase in Product Quality by 1%, resulting in purchasing decisions on Make Over Products will increase by 24.6%.. The result of the comparison between t count > t table (4,489 > 1,663), the decision is ho rejected and Hi accepted. Thus there is a significant influence between product quality variables on purchasing decisions on Make Over Products. Product Quality variables are able to explain the variable purchase decision by 18% and the remaining 82% is explained by other factors not included in this research model. Keyword: Quality Of Products And Decisions To Purchase

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