Pengaruh Strategi Pemasaran dan Kualitas Produk Layanan Keputusan Pembelian Skincare Scarlett di Mataram

I Ketut Kusuma Wijaya, Fermatika Oktavia Hanna, Baiq Rabiatul Adawiyah Kartika Wulan

Abstract


. Penelitian ini bertujuan untuk mengetahui Pengaruh Strategi Pemasaran Dan Kualitas Produk Terhadap Keputusan Pembelian Skincare Scarlett Di Kota Mataram. Jenis penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan metode pengumpulan data menggunakan angket/ kuesioner dan studi kepustakaan. Teknik pengambilan sampel yaitu non probability sampling sebanyak 68 responden. Teknik analisis data yang digunakan yaitu pengolahan data menggunakan SPSS 20, penyajian data, koefisien determinasi, uji validitas, uji reliabilitas, regreasi linier berganda. Hasil penelitian menunjukan bahwa secara persial strategi pemasaran berpengaruh positif dan signifikan terhadap keputusan pembelian, hal ini ditunjukan nilai signifikan sebesar 0.000 lebih kecil dari alpha (a = 0.05) dan t-hitung 5.497 lebih besar dari t-tabel 1.997. secara persial kuliatas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, hal ini ditunjukan nilai signifikan sebesar 0.000 lebih kecil dari alpha (a = 0.05) dan t-hitung 4.898 lebih besar dari t-tabel 1.997. sedangkan secara simultan strategi pemasaran dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, hal ini ditunjukan nilai signifikan sebesar 0.000 lebih kecil dari nilai alpha (a = 0.05) yang digunakan, dan nilai f-hitung 19.338 lebih besar dari f-tabel 2.75.


Keywords


Strategi Pemasaran, Kualitas Produk, Keputusan Pembelian

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DOI: https://doi.org/10.47165/jpin.v7i2.548

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