Zinta, Popy (2023) Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Produk Body Care Scarlett Di Toko Istana Cosmetics Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze The Effect Of Product Quality On Consumer Purchasing Decisions On Scarlett Body Care Products At The Istana Cosmetics Store In Pekanbaru. The type of research that the author uses is descriptive survey research and quantitative research methods using SPSS 22. The results of this study indicate that the variable Product Quality with indicators Performance, Features, Reliability, Conformance, Durability, Serviceability, Estetika, and Perceived get results from respondents in the Strongly Agree category. As for variabel Consumer Purchasing Decisions with indicators of Need Recognition, Information Search, Evaluation Of Alternatives, Purchasing Decisions, and Post Purchasing Behavior getting results from respondents in the Agreed category. The results of the simple linear regression research show that the Product Quality has a significant relationship to Consumer Purchasing Decisions.

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