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

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).