PENGARUH HARGA, KUALITAS, DAN PROMOSI PRODUK TERHADAP MINAT BELI KONSUMEN UNTUK CAT RAMBUT MEREK L’OREAL DI FANNY SALON CILAMPENI
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Date
2022
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Program Studi Magister Manajemen S2 Pasca Sarjana Universitas Widyatama
Abstract
This study reveals the gap between a low price, a good product quality, and the promotion used by L’Oreal hair dye product, which was used by Fanny salon, but still caused a salon’s decline. This research is aimed at identifying if the price, product quality, and promotion influence the consumer’s purchase intention in Fanny salon. The factors that were tested in this research were price, product quality, and promotion as independent variables, while purchase intention was the dependent variable. The research method used was descriptive, with observation and questionnaire distribution as the data collection techniques. The population in this research was the salon customer that was located in Cilampeni with a total of research samples of 100 respondents. The data analysis used multiple linear regression analysis at the significance level of 5%. The program used was SPSS 25 and Lisrel 8.80. the result of the study showed that the independent variables: price, product quality, and promotion, influenced significantly the consumer’s purchase intention at Fanny salon. However, it did not affect the consumers to buy Fanny salon’s products. Fanny salon should consider other factors that might determine the consumer’s purchase intention and also add latest and trendy variations.
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Keywords
Price, Quality, Promotion, Purchase Intention, Price, Product Quality, Promotion, Buying Interest