THE EFFECT OF PRODUCT QUALITY, INFLUENCERS, AND PRICE ON PURCHASING DESCISIONS FOR IMPLORA URBAN LIP CREAM MATTE (STUDY ON CONSUMERS OF IMPLORA PRODUCTS SERIES 12 BROWN SUGAR)

Arthita Valsanda; Marcella Oktaviani Gudin

USD Conference Systems, The 3rd International Conference on Economics, Business, and Management Research (ICEBMR)

Arthita Valsanda, Marcella Oktaviani Gudin

Last modified: 2024-05-21

Abstract

This study aims to explore the influence of product quality, influencers, and price on consumer purchasing decisions for Implora Urban Lip Crean Matte series 12 Brown Sugar. In this study, product quality, as a major factor in purchasing decisions plays an important role in influencing consumer preferences. On the other hand, influencers have become an increasingly popular strategy in influencing consumer behavior. The influence of influencers in promoting Implora Urban Lip Cream Matte series 12 Brown Sugar can affect consumers' perception of product quality and value. Price also affects the buying process in the Implora Urban Lip Cream Matte 12 Brown Sugar series, so this study analyzes whether these three factors will be connected or influence the decision to purchase Implora Urban Lip Cream Matte products. The research method used in this research is quantitative in nature where using survey methods and sampling. The instrument in this study was a questionnaire involving 100 respondents who met the criteria with the conditions of adolescents to adults, had bought the product more than once and used Implora Urban Lip Cream Matte series 12 Brown Sugar products. Instrument testing is carried out by validity and reliability tests, then classical assumption tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, coefficient of determination tests, f tests and t tests. Based on the research and data processed, it can be concluded that although all independent variables together have an effect in explaining purchasing decisions, variable X₃ may have a smaller individual effect than X₁ and X₂. Nevertheless, its is important to consider that the three independent variables are still important to components in understanding and predicting purchasing decisions for Implora Urban Lip Cream Matte Series 12 Brown Sugar

Keywords

product quality, influencers, price, purchasing decisions, influence

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