The Effects of Product, Price, and Consumer Lifestyle on Wardah Cosmetic Buying Decisions of Universitas Muhammadiyah Palembang.

Ayu Lestari, Chettah Anggraeni, Maftuha Nurrahmi, Mardiana Puspasari

Abstract


The formulation of the problems in this study was to find out whether 1. was there any effect of product, price, and consumer lifestyle on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang, 2. was there any effect of product on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang, 3. was there any effect of price on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang, 4. was there any effect of consumer lifestyle on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang. This type of research was associative research. The variables were product, price, lifestyle and purchasing decisions. The population in this study were students of Universitas Muhammadiyah Palembang who used Wardah cosmetic whose numbers were not known with certainty. The sample was 100 respondents, with purposive sampling technique. The analysis technique used multiple linear regression, F test, t test, and the coefficient of determination. The results of the analysis showed that 1. there was a significant effect of product, price, and consumer lifestyle on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang, 2. there was a significant effect of product on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang, 3. there was a significant effect of price on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang, 4. there was a significant effect of consumer lifestyle on Wardah cosmetic buying decision of Universitas Muhammadiyah Palembang.

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Journal of Applied Management & Entrepreneurship is published by Management Studies Program, Faculty of Economics and Business, Muhammadiyah University of Palembang. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.


 

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