PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI (STUDI PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research examines the effect of product quality and price on the purchasing decision of Skintific products through purchasing intention (A study of STIESIA Surabaya students). Product quality reflects consumers’ or customers’ satisfaction, from how far a product can function from what it’s expected. Furthermore, the price becomes a benchmark on how small or big the value of consumers’ satisfaction towards products or services that have been bought or consumed. The study applies quantitatively with a descriptive approach. Moreover, the population consists of 235 S1 Management students at STIESIA Surabaya batch 2021, morning class. In line with that, with the Slovin formula, there were 148 respondents taken as a sample. The data collection technique used non-probability sampling with a questionnaire as the instrument. The questionnaires were distributed to the respondents. Moreover, the data analysis technique used PLS (Partial Least Square) with SmartPLS 4.0. The result indicates that product quality and price directly have a positive and significant effect on the purchasing intention. Additionally, product quality, price, and purchasing intention have a positive and significant effect on the purchasing decision. In addition, indirectly, purchasing intention can mediate fully the effect of product quality and price positively and significantly on the purchasing decision.