Pengaruh Citra Merek, Pengalaman Berbelanja dan Kualitas Produk terhadap Keputusan Pembelian Produk Lipstik Wardah pada Toko Kosmetik Underprice Skincare Jamin Ginting di Kota Medan

Abstract

This study aims to identify and analyze the influence of brand image, shopping experience, and product quality on purchasing decisions for Wardah lipstick products at Underprice Skincare Cosmetic Store, Jamin Ginting, Medan. This research is an associative study using quantitative data. The population in this study consists of consumers of Underprice Skincare Cosmetic Store. A total of 110 respondents were selected as the sample using a purposive sampling technique based on criteria of consumers aged over 17 years who had purchased Wardah lipstick products at least once. Data analysis was conducted using multiple linear regression analysis, and data processing was carried out with the assistance of SPSS version 25. The results of the study indicate that, partially, the variables of brand image, shopping experience, and product quality have a positive and significant effect on purchasing decisions for Wardah lipstick products. Simultaneous significance testing also shows that brand image, shopping experience, and product quality together have a positive and significant effect on purchasing decisions. The adjusted R square value of 0.533 indicates that the independent variables can explain 53.3% of the variation in the dependent variable