PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PELANGGAN PRODUK KECANTIKAN EMINA

Abstract

This research to find out and analyze the effect of product quality and price on purchasing decisions through
purchasing intention as an intervening variable. The population was customers who knew the ingrediens and had
purchase three times in two months of Emina beauty products. The research was quantitative. Moreover, the data
collection teachnique used accindental sampling, in which the sample was randomly selected. Since the population
was infinite, 100 respondents were chosen as the sample. Furthermore, the data analysis technique used PLS
(Partial Least Square) with Smart PLS 3.0. The result, directly, showed that both product quality and price had a
positive and significant effect on purchasing intention. Likewise, product quality, price, and purchasing intention
had a positive and significant effect on purchasing decisions. Meanwhile, the result indirectly indicated that
purchasing intention as an intervening variable could mediate fully the effect of product quality on purchasing
decisions positively and significantly. Additionally, purchasing intention as an intervening variable could mediate
fully the effect of price on purchasing decisions positively and significantly.