Pengaruh Harga dan Word of Mouth terhadap Keputusan Pembelian Skincare MS Glow

Abstract

This study aims to determine the issues raised, namely whether price affects the decision to purchase Ms. Glow Skincare products, whether Word Of Mouth influences purchasing decisions for Ms Glow Skincare products and what variables have a dominant influence on purchasing decisions for Ms Glow Skincare products. Glow. The population in this study was 100 people using a non-probability purposive sampling technique, namely the number of Ms Glow consumers who have purchased and have used is unknown. The data collection technique used was a questionnaire distributed using Google Form to respondents. The data analysis techniques used are quantitative analysis, validity test, reliability test, multiple linear regression analysis, F test, R test, and t test. The results of the analysis show a Y regression model, which means that price has a positive and significant effect on purchasing decisions for Ms Glow Skincare products with a value of 0.000. This means that if the price becomes more affordable, purchasing decisions will increase. Word Of Mouth has a positive and significant effect on purchasing decisions for Ms Glow Skincare with a value of 0.000. This means that if Word Of Mouth promotion gets better, purchasing decisions will increase. Word Of Mouth has a dominant influence on purchasing decisions for Ms Glow Skincare products. Ms Glow Skincare should pay attention to determining prices, so that prices remain affordable. So that it can retain consumers to always use Ms Glow and Ms Glow is expected to really pay attention to Word Of Mouth in the community who talk about the benefits of using Ms Glow products because it influences the decision to purchase Ms Glow Skincare products.