Pengaruh Harga dan Kualitas Produk terhadap Keputusan Pembelian Skincare Glad2glow pada Kalangan Generasi Z di Desa Rawa Panjang Bogor

Wulan Pricil Rismayati; Ida Hendarsih

doi:10.61132/maeswara.v4i5.2984

Authors

Wulan Pricil Rismayati Universitas Bina Sarana Informatika
Ida Hendarsih Universitas Bina Sarana Informatika

DOI:

https://doi.org/10.61132/maeswara.v4i5.2984

Keywords:

Generation Z, Price, Product Quality, Purchase Decision, Skincare

Abstract

The rapid growth of the skincare industry in Indonesia has intensified competition among producers to offer products that meet consumer needs. Generation Z is one of the consumer segments with a high interest in skincare products and considers various factors before making a purchase, particularly price and product quality. This study aims to determine the effect of price and product quality on the purchase decision of Glad2Glow skincare products among Generation Z in Rawa Panjang Village, Bogor Regency. This research employed a quantitative method with an associative approach. Data were collected through questionnaires distributed to 100 respondents selected using purposive sampling, with the criteria of having purchased and used Glad2Glow skincare products. Data analysis was conducted using IBM SPSS Statistics 26, including validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that price and product quality have a positive and significant effect on purchase decisions, both partially and simultaneously. Product quality was found to be the most dominant variable influencing purchase decisions. These findings are expected to provide consideration for the company in determining pricing strategies and improving product quality to increase consumer purchase decisions.

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