THE INFLUENCE OF PRODUCT QUALITY, SERVICE QUALITY, PRICE, AND PROMOTION ON CONSUMER PURCHASING DECISIONS FOR COSMETIC PRODUCTS WARDAH IN MEDAN CITY

Authors

  • Gressella Anjelina simarmata Prima Indonesia University
  • Yois Nelsari Malau Prima Indonesia University
  • Graciella Novitasari Napitupulu Prima Indonesia University
  • Niarita Bukit Universitas Sisingamangaraja Xll Tapanuli

DOI:

https://doi.org/10.61696/jaimo.v3i1.640

Keywords:

Product Quality, Service Quality, Price, Promotion, Purchase Decision, Wardah cosmetics

Abstract

This study examines how price, promotion, service quality, and product quality affect Wardah cosmetic purchases from Anggi Cosmetics Shop Medan. Wardah's Top Brand Index, which tracks blush-on product decline, was used. This index was 28.6% in 2021–2022 and 14.2% in 2023. A quantitative data set was created by randomly selecting 67 clients out of 100 to complete a questionnaire. Women over 18 who used Wardah products can participate. Multiple linear regression and classical assumption testing data analysis. Four independent variables explained 69.8% of consumer purchases, while extraneous factors explained 30.2%.

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Published

2025-03-14

How to Cite

Gressella Anjelina simarmata, Yois Nelsari Malau, Graciella Novitasari Napitupulu, & Niarita Bukit. (2025). THE INFLUENCE OF PRODUCT QUALITY, SERVICE QUALITY, PRICE, AND PROMOTION ON CONSUMER PURCHASING DECISIONS FOR COSMETIC PRODUCTS WARDAH IN MEDAN CITY. Journal Accounting International Mount Hope, 3(1), 81–95. https://doi.org/10.61696/jaimo.v3i1.640

Issue

Vol. 3 No. 1 (2025)

Section

Articles

License

Copyright (c) 2024 Gressella Anjelina simarmata, Yois Nelsari Malau, Graciella Novitasari Napitupulu, Niarita Bukit

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.