Pengaruh Kualitas Produk Terhadap keputusan Pembelian Green Produk Cosmetic Sariayu Martha Tilaar Pada Mahasiswi Program Studi Pendidikan Ekonomi FKIP Universitas Mulawarman Samarinda

Abstract

The purpose of this study was to determine the effect of product quality on purchasing decisions for Green Cosmetics Sariayu Martha Tilaar Products on Economic Education Study Program Students, Faculty of Teacher Training and Education, Mulawarman University, Samarinda. This type of research is descriptive quantitative research, the number of samples used in the study amounted to 56 samples. Analysis of the data used is descriptive analysis, simple linear regression analysis and hypothesis testing. The results of the t-statistical test show the effect of the independent variable on the dependent variable individually (partial) that product quality has a positive and significant effect on purchasing decisions for green Sariayu cosmetic products on Economic Education Students FKIP Mulawarman University Samarinda. Based on the determination coefficient test (R2), it is known that R of 0.619 means that the relationship between product quality and purchasing decisions is 61.9%. This means that the relationship is quite close. The value of Adjusted R Square = 0.376 means that 37.6% of purchasing decisions can be explained by the product quality variable while the remaining 62.4% is explained by other factors not examined in this study