PENGARUH KUALITAS PRODUK, HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK SARIAYU MARTHA TILAAR SELAMA MASA PANDEMI COVID 19

Abstract

The beauty industry continues to increase and shows its attractiveness along with the times, even
though there is currently a pandemic caused by the Covid 19 virus that is attacking the global
economy. Therefore, this research aimed to find out the effect of product quality, price, and word of
mouth on conumers buying decisions of Sariayu Martha Tilaar cosmetic products during the Covid-19.
The population was consumers who used Sariayu Martha Tilaar with an unknown number of people
as there were so many and unlimited. However, after using a formula, there were 100 samples.
Moreover, the research was causal-comparative. Furthermore, the data were primary. Additionally, the
data analysis technique used multiple linear regression with SPSS 23. The result concluded that
product quality, price, and word of mouth had a significant effect on consumers buying decision of
Sariayu Martha Tilaar cosmetic products during the Covid-19. In addition, from the result of the
determination coefficient, it showed that product quality, price and word of mouth contributed 53,6% of
consumers buying decisions. Meanwhile, the rest of 46,4% was affected by other variables outside the
research.