PENGARUH KUALITAS PRODUK, HARGA, DAN INFLUENCER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK FACETOLOGY PADA GENERASI Z DI FAKULTAS EKONOMI DAN BISNIS UNIVERSITS MUHAMMADIYAH SUMATERA UTARA.

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.