The Impact of Product Quality on Students at Indonesia's Islamic School of Economics (STIES) Purwakarta's Purchase Decisions for MS Glow Cosmetics

Abstract

The background of this research is the development of the cosmetic business in Indonesia which is growing so that the sales of cosmetics in Indonesia also increase, because the female population continues to increase. Consumer decisions are determined by various factors, one of which is the quality of the product provided. Because the beauty product business has promising advantages, many parties take advantage of this opportunity, such as mixing harmful ingredients into cosmetics. Based on this, consumers must be careful in deciding the purchase of cosmetic products. The purpose of this study was to determine the effect of product quality on purchasing decisions for MS Glow Cosmetics for students at the Indonesian Islamic School of Economics (STIES) Purwakarta. This type of research is designed as a survey research that explains the phenomenon (explanatory research) with a quantitative descriptive approach. The population in this study was 109 people and the sample was 86 people. The data analysis technique used in this research is validity test, reliability test, classical assumption test includes normality test and linearity test, while hypothesis testing uses simple linear regression analysis test, partial test (t test), and coefficient of determination test. Based on the test results using SPSS 27.00, this study can be concluded that the product quality variable has a positive and significant effect on purchasing decisions with a value of tcount > ttable which is 7.265 > 1.991 and also a significance level of 0.000 > 0.05, with the resulting value (R Square) of 0.386 which implies that the level of influence of the product quality variable (X) on purchasing decisions (Y) is 38.6%, while the remaining 61.4% is influenced by other factors not examined by current researchers.