A Decision to Purchase Ms Glow Skincare at the Village Community of Pekan Dolok Masihul, North Sumatra: Viewed from Product Development and Prices
DOI:
https://doi.org/10.52218/ijbtob.v2i4.203Abstract
This study aims to analyze the effect of product development and price on purchasing decisions for Ms Glow Skincare in the Pekan Dolok Masihul Village Community, Serdang Bedagai Regency, North Sumatra Province. Explanatory research is the methodology employed. From January 2022 to March 2022, this study was conducted. In this study, questionnaires with a Likert scale, documentation studies, and observation methods were employed to collect data. 300 participants made up the study's population, and 75 were selected for the sample using the Slovin formula with an a value of 10%. Multiple linear regression using the SPSS program is the analytical tool employed. The results of the partial test demonstrate that product development significantly and favorably influences consumer purchasing behavior. Price has a positive and significant impact on purchasing decisions in part. Then, concurrently, product development and price have a positive and significant impact on consumers' purchase choices for Ms. Glow Skincare in the Serdang Bedagai Regency, North Sumatra Province's Pekan Dolok Masihul Village Community.
Downloads
References
Abdullah, T., Francis, T (2012). Manajemen Pemasaran. Jakarta: Raja Grafindo Persada.
Assauri. S., (2015). Manajemen Pemasaran, Jakarta, Raja Grafindo Persada
Buchari, A. (2013). Manajemen Pemasaran dan Pemasaran Jasa. Bandung: Alfabeta
Fauziahdewi R., Zulfikar T. (2021). Pengaruh Pengembangan Produk dan Media Sosial
terhadap Keputusan Pembelian (Survei pada Pelanggan Wedding Planner Casturia
Photography Bandung). Prosiding Seminar Sosial Politik, Bisnis, Akuntansi dan Teknik (SoBAT) ke-3, Bandung, 122-132.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS
Harjati L., Sabu G. L. O. (2015). Pengaruh Persepsi Kualitas Produk terhadap Keputusan Pembelian the Body Shop. E-Journal WIDYA Ekonomika. 1(1), 25-30
Hasan, A (2013). Marketing dan Kasus-kasus Pilihan. Yogyakarta: CAPS (Center for Academic Publishing Service).
Hasibuan, S. T., Siregar, Z. M. E., Harahap, A. (2022). The Effect of Service Quality, Price, Customer Satisfaction on Purchase Decisions at Usman Wholesale. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(1), 6232–6242. https://bircu-journal.com/index.php/birci/article/view/4343
Kotler, P., Armstrong. (2015). Marketing an Introducing Prentice Hall Twelfth Edition. England: Pearson Education, Inc.
Kotler, P. (2011). Manajemen Pemasaran. Edisi Kesatu. Jakarta: Salemba Empat.
Kotler, P. (2017). Pemasaran, Edisi Pertama. Jakarta: Salemba Empat.
Kotler, P., Keller (2016) . Manajemen Pemasaran. Edisi 13 Jilid Dua. Jakarta. Erlangga
Kodu S. (2013). Harga, Kualitas Produk dan Kualitas Pelayanan, Pengaruhnya
terhadap Keputusan Pembelian Mobil Toyota Avanza. Jurnal EMBA, 1(3), 1251-1259.
Nasution, M. A., Siregar, Z. M. E. (2021). Strengthening Bumdes through Customer Satisfaction and Loyalty as the Defense of the Bumdes Business in Indonesia Post-Covid-19. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 4(3), 3962–3970. http://bircu-journal.com/index.php/birci/article/view/2164
Sari F. P. (2016). Pengaruh Harga Citra Merek dan Word of Mouth terhadap Keputusan Pembelian Konsumen. Jurnal Ilmu dan Riset Manajemen, 5(6), 1-15
Tjiptono, F. (2014). Pemasaran Jasa-Prinsip, Penerapan, dan Penelitian Yogyakarta: Andi Offset
