Juliani, Sapti (2023) Pengaruh Kualitas Dan Harga Produk Lipstik Implora Terhadap Keputusan Pembelian (studi Kasus Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze the influence of the quality and price of Implora lipstick products on purchasing decisions (case study of female students at the Faculty of Economics and Business, Riau Islamic University). The sample used the Purposive Sampling method, so the sample in this study was 62 respondents. The types and sources of data are primary and secondary data, while data collection techniques use observation, questionnaires and interviews. The data analysis technique used in this research is multiple linear regression testing with the help of SPSS version 26 software. The results of this research show that product quality and price have a positive and significant effect on purchasing decisions (Case Study of Female Students at the Faculty of Economics and Business, Riau Islamic University)

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