Abstract:
The purpose of this study was to determine the effect of product quality,
price and influencer reviews on the purchasing decision of facetology products on
students of the University of Muhammadiyah North Sumatra. This study uses
quantitative associative research with the population in this study being third
semester students (3) of the Faculty of Economics and Business, University of
Muhammadiyah North Sumatra. In this study, the sampling technique used was
simple random sampling. The technique for determining the number of samples
taken as respondents used the Slovin formula which amounted to 100 respondents.
Data obtained by distributing questionnaires using questionnaires. The data
analysis technique in this study used a quantitative approach, using Outer Model
analysis, Inner Model, and Hypothesis Testing. The results of the study showed
that directly the Product Quality variable (X1) did not have a positive and
significant effect on Purchasing Decisions (Y), the Price variable (X2) did not
have a positive and significant effect on Purchasing Decisions (Y), the Price
variable had a positive and significant effect on Purchasing Decisions (Y) on
Students of the University of Muhammadiyah North Sumatra.
