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description Journal article public E-Journal Widya Ekonomika

Pengaruh Persepsi Kualitas Produk terhadap Keputusan Pembelian The Body Shop

Lily Harjati, Sabu G, Lusia Olivia
Published 2015

Abstract

: The quality of products is an important factor that consumers consider in the purchase decision. The Body Shop is a company that provides safe cosmetic products are safe and becomes the pioner of green marketing. The quality of The Body Shop product is relatively different from the other cosmetics. The purpose of this study was to determine the effect of product quality perception on purchase decisions of The Body Shop. The sample of this research is that consumers who ever made a purchase of The Body Shop. The sampling area is located in Kelapa Gading from May-June 2013. The sampling used is a nonprobability sampling technique using judgment / purposive sampling technique considering the criteria that have been determined in advance by the researcher. Data were analysed to test each variable and hypothesis testing using the simple regression through 18 SPSS software. The study resulted in the finding that the perceived quality of the product was a good fit with the questions and the consumer would make repeat purchases. The perception of product quality had a significantly positive effect on purchasing decisions. It is recommended that The Body Shop improve the perception of quality as a natural product and maintain the quality of other products.

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  • visibility 1755 views
  • get_app 5127 downloads