Pengaruh Perceived Product Quality Dan E Marketing Terhadap Keputusan Pembelian Viva Cosmetics Di Underprice Skincare Jamin Ginting

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perceived product quality dan e-marketing terhadap keputusan pembelian Viva Cosmetics di Underprice Skincare Jamin Ginting. Sampel dalam penelitian ini menggunakan purposive sampling yang terdiri dari 130 responden yang menggunakan Viva Cosmetics di Underprice Skincare Jamin Ginting. Teknik analisis data yang digunakan adalah teknik analisis deskriptif dan teknik analisis statistik metode pengumpulan data melalui daftar pernyataan. Pada hasil penelitian menunjukkan bahwa pengaruh perceived product quality dan e-marketing terhadap keputusan pembelian secara serempak berpengaruh positif dan signifikan terhadap keputusan pembelian dengan nilai Fhitung 325.503 > nilai Ftabel 3,06. Uji yang dilakukan menunjukkan bahwa perceived product quality dan e-marketing secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Nilai Adjusted R Square yang didapat dari hasil pengujian Koefisien Determinan (R2) terhadap keputusan pembelian sebesar 0,834 berarti 83,4% dapat di jelaskan oleh perceived product quality dan e marketing. Sedangkan sisanya 16,6% dapat dijelaskan oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. This study aims to determine the effect of perceived product quality and e-marketing on the decision to purchase Viva Cosmetics at Underprice Skincare Jamin Ginting. The sample in this study used purposive sampling consisting of 130 respondents who use Viva Cosmetics at Underprice Skincare Jamin Ginting. The data analysis techniques used were descriptive analysis and statistical analysis. Data collection methods included questionnaires. The results of the study show that the influence of perceived product quality and e-marketing on purchasing decisions simultaneously has a positive and significant effect on purchasing decisions with an Fcount value of 325.503 > Ftable value of 3.06. The test conducted shows that perceived product quality and e-marketing partially have a positive and significant effect on purchasing decisions. The Adjusted R Square value obtained from the Determinant Coefficient (R2) test on purchasing decisions is 0.834, meaning that 83.4% can be explained by perceived product quality and e-marketing. Meanwhile, the remaining 16.6% can be explained by other factors not examined in this study.