PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK KOREA (STUDI PADA MAHASISWA FAKULTAS EKONOMIKA DAN BISNIS UNISBANK SEMARANG)

Abstract

This research aims to analyze the effect of product quality, price perception and product design on the purchase decision of Korean cosmetics products (study on Economics and Business Faculty Unisbank Semarang). The independent variables in this research are product quality, price perception and product design. The dependent variable in this research is the purchase decision. The population of this research ere students of the economics and business of Unisbank Semarang which amounted to  2,162 students, using purposive sampling method. Data analysis method in this research uses multiple linear regression analysis with SPSS 21 program.   The results showed that product quality and price perception had a positive and significant effect on purchasing decisions. While product design variables have a negative and insignificant effect on purchasing decisions.

Keywords: Product Quality, Perception Prices, Product Design and Purchase Decisions