ANALISIS PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DAN AZARINE DI KALANGAN MAHASISWA

Authors

  • Sinta lidia sari Universitas Bina Bangsa
  • Fima fatihatul makiyah Universitas Bina Bangsa
  • Syamsul hidayat Universitas Bina Bangsa

DOI:

https://doi.org/10.61722/jiem.v2i2.895

Keywords:

Price perception, purchase decision

Abstract

This research aims to examine and analyze price perceptions of purchasing decisions for Wardah and Azarine products among students. This research uses quantitative methods. The data used is primary data obtained through a questionnaire distributed via Google Form. The sampling method used non-probability sampling with purposive sampling technique, with a research sample of 183 respondents. The test stages carried out were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, and multiple linear regression. The testing tool used was IBM SPSS 26. The research results showed that price perception had a significant influence on purchasing decisions for Wardah and Azarine products.

 

References

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Rahayu, S. R. (2020). PENGARUH INOVASI PRODUK, BRAND IMAGE DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH DI SURABAYA. EKONOMI, 2-5.

Zahrah Fadhilah Herlianti, S. S. (2023). PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI HARGA, DAN PROMOSI PADA KEPUTUSAN PEMBELIAN PRODUK AZARINE. EKONOMI & BISNIS, 13.

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Published

2024-01-02

Issue

Vol. 2 No. 2 (2024): Februari

Section

Articles

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