Pengaruh Harga dan Kualitas Produk Terhadap Minat Beli Kosmetik Lipstik Emima (Studi Kasus Mahasiswi Fakultas Ekonomi Universitas Islam Sumatera Utara Jurusan Manajemen Stambuk 2017-2019

Tety Novita Sari Hasibuan, nilawati Nasti, Ilham Sonata

Abstract


This research aims to determine how much influence the price and product quality have on the buying interest of Emina's lipstick cosmetics among female students at the Islamic University of North Sumatra. The population of this study was 378 students of the Faculty of Economics, Department of Management at the Islamic University of North Sumatra. The sample in this study were 79 respondents. The sampling technique used was proportional random sampling. The data analysis technique used Multiple Linear Regression analysis, because the variables used were more than two variables. Statistical testing is done by using F-test (simultaneous) and t-test (partial). The results of the data research show that the price and product quality together have a positive and significant effect on buying interest for Emina lipstick cosmetics as evidenced by simultaneous significant testing obtained by Fcount ≥ Ftable (75.736 ≥ 3.13) with a significance level of

0.000 <0.05. Through the partial significance test it is stated that the price variable does not have a positive and significant effect on Purchase Interest, this can be seen from the tcount ≥ t table (1.523 ≥ 1.995) with a significance level (0.132 ≤ 0.05) and the Product Quality variable has a positive and significant effect on Purchase interest, this can be seen from tcount ≥ ttable (11.918 ≥ 1.995) with a significance level (0.000 ≤ 0.05).


Keywords


Price, Product Quality and Purchase Interest

Full Text:

PDF

References


Dalimunthe, A. A. (2019). "Pengaruh Harga dan Promosi Terhadap Minat Konsumen Membeli Lipstick Wardah".

Durianto, dkk. (2003). Invasi pasar dengan iklan yang efektif: Strategi, program dan teknik pengukuran. Jakata: PT Gramedia Pustaka Utama

Kotler, Amstrong. 2001. Prinsip-prinsip pemasaran, Edisi keduabelas, Jilid 1. Jakarta: Erlangga

Kotler dan Keller. 2009. Manajemen Pemasaran. Jilid 1. Edisi ke 13. Jakarta: Erlangga.

Kotler, Philip, 2005, Dasar-dasar Pemasaran, Edisi II, PT Indeks Kelompok Jakarta:Gramedia.

Lamb, Charles W. dkk, 2001. Pemasaran Bisnis. Penerbit Salemba Empat, Jakarta.

Purnomo, E. (2016). ”Pengarauh Harga, Kualitas Produk, dan Lokasi Terhadap Minat Beli Konsumen dalam Membeli Beras Lokal (Studi Kasus Desa Rambah Utara)".

Tjiptono, Fandy. 2008. Strategi Pemasaran. Edisi 3. Andi: Yogyakarta

Wardani, H. S. (2015). "Pengaruh Kualitas Produk dan Harga terhadap Minat Beli Konsumen Muslim pada Jaizah Boutique Tlogosari Semarang”.




DOI: https://doi.org/10.30743/jrmb.v7i1.5495

Refbacks

  • There are currently no refbacks.


  

JRMB (Jurnal Riset Manajemen & Bisnis)
Fakultas Ekonomi Universitas Islam Sumatera Utara
Jl. Sisingamangaraja, Teladan-Medan Indonesia 20217 
Telp. (061) 7869880 | fax. (061) 7869880
Email: admin.jrmb@fe.uisu.ac.id