PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DIMEDIASI PROMOSI PADA SUNSCREEN FACETOLOGY

Abstract

This research aims to analyze the effect of product quality and price on purchasing decision which was mediated by promosi, at Sunscreen Facetology. It aims also to analyze indirect effect of product quality on purchasing decision which was mediated by promosi dan harga on purchasing decision that was mediated by promosi. The research applies quantitatively. Furthermore, the data collection technique used non-probability sampling with purposive sampling as the approach. The population consists of students of STIESIA Surabaya with 70 respondents as samples. Moreover, the data analysis technique used SmartPLS 4.0 with Partial Least Square Structural Equation Model (PLS-SEM). The result concluded that product quality as well as price have a positive and significant effect on promotion. Promotion has a positive and significant impact on purchasing decision. Likewise, product quality and price have a positive and significant effect on purchasing decision. Additionally, promotion is proven to have a mediating role positively and significantly in relation between product quality and price on purchasing decision.