PENGARUH HARGA, KUALITAS PRODUK DAN KEPERCAYAAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC

Abstract

This research aims to find out and analyze the effect of price, product quality, and consumers’ trust on the purchasing decisions of Skintific products. The data were primary. Furthermore, the instrument used was a questionnaire. The study applies quantitatively. Moreover, the population consists of women from or staying in North Bekasi aged 20-30 years old and using Skintific products. Additionally, the data collection technique used Cochran method as there were an unknown number of samples. In line with that, there were 96 respondents as the sample. In addition, the sampling technique used non-probability sampling. The data analysis technique used multiple linear regression with SPSS 26 version. The result concludes that price has a positive and significant effect on purchasing decisions of Skintific products. Likewise, product quality has a positive and significant effect on purchasing decisions of Skintific products. Similarly, consumers’ trust has a positive and significant effect on purchasing decisions of Skintific products. Keywords: price, product quality, consumers’ trust, and purchasing decisions.