Analisis Pengaruh Kualitas Produk dan Harga Terhadap Keputusan Pembeli Produk Melalui Kepuasan Konsumen Kosmetik Wardah di Kota Makassar

Abstract

The purpose of this study was to determine the influence of product quality and
price on purchasing decisions through consumer satisfaction of Wardah cosmetics in Makassar
City. The sample in this study was part of all Wardah consumers in Makassar City who were
currently using Wardah products with a total of 100 respondents. The analysis method used in
this study used Smart PLS, Descriptive Analysis Testing and Hypothesis Testing. The results of
this study indicate that (1) Product quality has a positive and significant effect on consumer
satisfaction (2) Price has a positive and significant effect on consumer satisfaction (3) Product
quality has a positive and significant effect on purchasing decisions (4) Price has a positive and
significant effect on purchasing decisions (5) Consumer satisfaction has a positive and
significant effect on purchasing decisions (6) Consumer satisfaction is able to relate positively
and significantly between product quality and purchasing decisions (7) Consumer satisfaction
is able to relate positively and significantly between price and purchasing decisions.