The influence of price and product quality on consumer's purchase decision at Somethinc

Cathabell, Genevienne (2022) The influence of price and product quality on consumer's purchase decision at Somethinc. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Human nature is to strive for excellence and innovation. Due to the COVID- 19 outbreak, which necessitates the use of a mask, it is crucial to take care of one's body, mind, and physical beauty. The use of cosmetics has become a societal phenomenon among Indonesians. Attitudes and habits vary throughout time as societal structures transform and as new and varied technology influence the market. There are numerous worldwide cosmetic companies in Indonesia, but this study concentrates on "Somethinc." The purpose of this study is to analyze the purchase decisions of the consumers of Medan, which are impacted by price and product quality, and to identify the primary reasons for their selection. This study employs quantitative research with electronic questionnaires to distribute Google Forms to 160 respondents who purchase Somethinc products. SPSS V.25 was used to analyze the results of this study, which concluded that the price and quality of the product had a significant influence on purchasing decisions, as consumers tend to be more loyal in using, purchasing, and promoting a product with a high quality and low price. This demonstrates that Somethinc marketers should consider price and product quality variables while producing their products in the future so that consumers perceive Something as satisfying their needs and as a trustworthy brand./ Sifat manusia adalah untuk berjuang untuk keunggulan dan inovasi. Di tengah merebaknya wabah COVID-19 yang mengharuskan penggunaan masker, maka sangat penting untuk menjaga kecantikan tubuh, pikiran, dan fisik seseorang. Penggunaan kosmetik telah menjadi fenomena sosial di kalangan masyarakat Indonesia. Sikap dan kebiasaan bervariasi sepanjang waktu sebagai struktur masyarakat berubah dan sebagai teknologi baru dan bervariasi mempengaruhi pasar. Ada banyak perusahaan kosmetik dunia di Indonesia, tetapi penelitian ini berkonsentrasi pada "Somethinc". Tujuan dari penelitian ini adalah untuk menganalisis keputusan pembelian konsumen kota Medan yang dipengaruhi oleh harga dan kualitas produk, serta mengidentifikasi alasan utama pemilihannya. Studi ini menggunakan penelitian kuantitatif dengan kuesioner elektronik untuk mendistribusikan Google Formulir kepada 160 responden yang membeli produk Somethinc. SPSS V.25 digunakan untuk menganalisis hasil penelitian ini, yang menyimpulkan bahwa harga dan kualitas produk memiliki pengaruh yang signifikan terhadap keputusan pembelian, karena konsumen cenderung lebih loyal dalam menggunakan, membeli, dan mempromosikan produk dengan kualitas tinggi dan harga rendah. Hal ini menunjukkan bahwa pemasar Sesuatu harus mempertimbangkan variabel harga dan kualitas produk saat memproduksi produk mereka di masa depan sehingga konsumen menganggap Sesuatu sebagai memuaskan kebutuhan mereka dan sebagai merek yang dapat dipercaya.

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