PENGARUH PROMOSI, DESAIN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA MASKARA MAYBELLINE (Studi pada Mahasiswi di Kota Purwokerto)

AFIFAH, FADHIILA ROOSMA (2022) PENGARUH PROMOSI, DESAIN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA MASKARA MAYBELLINE (Studi pada Mahasiswi di Kota Purwokerto). S1 thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

The purpose of this study was to analyze the effect of promotion, design and product quality on the purchasing decisions of female students in Purwokerto City. This type of research is quantitative research. The sampling technique used was purpose sampling technique and the primary data obtained in this study used a questionnaire totaling 110 respondents. The data analysis method used in this research is multiple linear regression analysis. The results of the regression analysis show that the variables of promotion, product design and product quality simultaneously affect purchasing decisions. Partially, promotion variables, product design and product quality have a significant positive effect on purchasing decisions.

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