Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Terhadap Skincare MS Glow Di Tenggarong Seberang

Abstract

This research aims to determine and analyze (1) the influence of product quality on purchasing decisions, (2) the influence of location on purchasing decisions, (3) the influence of promotions on purchasing decisions, (4) purchases of MS Glow skincare in Tenggarong Seberang. The theoretical basis for this research includes marketing management, product quality, location and promotion on purchssing decisions.

This research was conducted among people who use and shop for MS Glow in Tenggarong Seberang. This research uses known population categories and samples taken from 30 respondents usingthe online questionnaire method from google from. The data analysis technique used is multiple linier regression analysis using the SPSS version 26 statistical program.

from the results of data analysis in this research, it can be concluded that (1) the product quality variable has a positive and significant effect on purchasing decisions for MS Glow in Tenggarong Seberang, witha a sidnificance value of 0,000 < 0,05. (2) the location variable has a positive and significant effect on purchasing decisions fo MS Glow skincare in Tenggarong Seberang, with a significance value of 0,000 < 0,05. (3) promotion variables have a positive and significant effect on purchasing decisions for MS Glow skincare in Tenggarong Seberang, with a significance value of 0,007 < 0,05. (4) simultaneously product quality, location, and promotion have a significant effect on purchasing decisions for NS Glow skincare in Tenggarong Seberang, with a significance value of 0,000 < 0,05.