GRESYA NATASYA PUTRI BR SIREGAR, NPM 2201100069 (2026) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI DIGITAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE G2g DI KALANGAN MAHASISWA UNIVERSITAS LABUHANBATU. Skripsi thesis, Universitas Labuhanbatu.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian produk skincare G2G di kalangan mahasiswa Universitas Labuhanbatu, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 96 responden yang dipilih menggunakan teknik non-probability sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner, sedangkan analisis data menggunakan analisis regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai koefisien regresi sebesar 0,155, nilai t hitung 2,236, dan signifikansi 0,028. Harga juga berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan koefisien regresi sebesar 0,412, nilai t hitung 2,928, dan signifikansi 0,004. Selanjutnya, promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan koefisien regresi sebesar 0,367, nilai t hitung 4,224, dan signifikansi 0,001. Secara simultan, kualitas produk, harga, dan promosi berpengaruh signifikan terhadap keputusan pembelian, dengan nilai F hitung sebesar 61,780. Nilai koefisien determinasi (R²) sebesar 0,668 menunjukkan bahwa 66,8% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut, sedangkan 33,2% sisanya dijelaskan oleh faktor lain di luar model penelitian. Hasil penelitian ini menunjukkan bahwa kualitas produk, penetapan harga yang sesuai, dan promosi yang efektif merupakan faktor penting dalam meningkatkan keputusan pembelian produk skincare G2G di kalangan mahasiswa Universitas Labuhanbatu. Kata kunci: Kualitas Produk, Harga, Promosi, Keputusan Pembelian, Skincare G2G ================================================================================================ This study aims to determine and analyze the effects of product quality, price, and promotion on purchasing decisions for G2G skincare products among students of Universitas Labuhanbatu, both partially and simultaneously. This research employed a quantitative approach using a survey method. The sample consisted of 96 respondents selected through a non-probability sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression, t tests, an F-test, and the coefficient of determination. The results indicate that product quality has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.155, a t-value of 2.236, and a significance level of 0.028. Price also has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.412, a t-value of 2.928, and a significance level of 0.004. Furthermore, promotion has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.367, a t-value of 4.224, and a significance level of 0.001. Simultaneously, product quality, price, and promotion have a significant effect on purchasing decisions, as indicated by an F value of 61.780. The coefficient of determination (R²) of 0.668 indicates that 66.8% of the variation in purchasing decisions can be explained by these three variables, while the remaining 33.2% is explained by other factors outside the research model. These findings indicate that product quality, appropriate pricing, and effective promotional strategies are important factors in improving purchasing decisions for G2G skincare products among students of Universitas Labuhanbatu. Keywords: Product Quality, Price, Promotion, Purchasing Decisions, G2G Skincare
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Harga, Promosi, Keputusan Pembelian, Skincare G2G===============Product Quality, Price, Promotion, Purchasing Decisions, G2G Skincare |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 02 Nov 2026 08:35 |
| Last Modified: | 02 Nov 2026 08:35 |
| URI: | http://repository.ulb.ac.id/id/eprint/2951 |
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