Studi Identifikasi Faktor-Faktor yang Mempengaruhi Minat Membeli Produk Kecantikan HN pada Mahasiswa UMA

Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi Mempengaruhi Minat Membeli Produk Kecantikan HN Pada Mahasiswa UMA. Adapun sampel sebanyak 63 mahasiswi UMA Fakultas Psikologi yang memakai HN minimal 2 minggu pemakaian. Pengambilan sampelnya menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan skala minat membeli yang disusun berdasarkan faktor-faktor yang mempengaruhi minat membeli yang diambil dalam penelitian ini Menurut Natalia (dalam Ma’munah 2017) faktor minat beli konsumen adalah : Lokasi, Harga, Kualitas pelayanan, Kelengkapan produk.Berdasarkan hasil analisis faktor-faktor minat beli mahasiswa terhadap produk HN didapatkan kontribusi kualitas pelayanan, kelengkapan produk, lokasi, dan harga. Berdasarkan hasil analisis minat beli mahasiswa terhadap produk HN diperoleh bahwa faktor kualitas pelayanan memiliki pengaruh sebesar 0,803, faktor kelengkapan produk memiliki pengaruh sebesar 0,798, faktor lokasi memiliki pengaruh sebesar 0,777, dan faktor harga memiliki pengaruh sebesar 0,650. Dan untuk hasil persentasi diperoleh bahwa faktor tertinggi yang mempengaruhi minat beli mahasiswa terhadap produk HN adalah : kualitas pelayanan sebesar 27%, kelengkapan produk sebesar 26%, faktor lokasi sebesar 26%, dan harga sebesar 21%. This study aims to determine the factors that influence the interest in buying HN Beauty Products in UMA students. The sample is 63 students of UMA Faculty of Psychology who use HN for at least 2 weeks of use. Sampling using purposive sampling technique. The data collection method uses a buying interest scale which is arranged based on the factors that influence buying interest taken in this study. According to Natalia (in Ma'munah 2017) the factors of consumer buying interest are: Location, Price, Quality of Service, Completeness of the product. Based on the results of the analysis The factors of students' buying interest in HN products were found to be the contribution of service quality, product completeness, location, and price. Based on the results of the analysis of students' buying interest in HN products, it was found that the service quality factor had an influence of 0.803, the product completeness factor had an influence of 0.798, the location factor had an influence of 0.777, and the price factor had an influence of 0.650. And for the percentage results obtained that the highest factors that influence student buying interest in HN products are: service quality by 27%, product completeness by 26%, location factor by 26%, and price by 21%.