JUDUL : PENTINGKAH KUALITAS PRODUK ? STUDI PENGAMBILAN KEPUTUSAN PEMBELIAN SKINCARE
PENULIS : Meliza Rhamawati*, Nurul Sih Widanti, Dessy Nur Utami
Abstract. The current study examined the relationship between perceptions of product quality and consumer decision-making of skincare X. The number of subjects in this study was 87 consumers of skincare X who had the criteria aged 18-45 years and had made purchased decisions more than 5 times. The measuring instruments were consumer decision-making scale (24 items) and perceptions of product quality scale (24 items). Data were analyzed with correlation product moment techniques. The results showed that there is a correlation between the perception variable on product quality and the decision making variable for purchasing skincare X.
Keywords: perception, product quality, consumer decision-making, women
Abstrak. Penelitian ini mengkaji hubungan antara persepsi kualitas produk dengan pengambilan keputusan konsumen skincare X. Jumlah subjek dalam penelitian ini adalah 87 konsumen skincare X yang memiliki kriteria berusia 18-45 tahun dan telah melakukan keputusan pembelian lebih dari 5 tahun. waktu. Alat ukurnya adalah skala pengambilan keputusan konsumen (24 item) dan skala persepsi kualitas Produk (24 item). Data dianalisis dengan teknik korelasi product moment. Hasil penelitian menunjukkan bahwa terdapat hubungan antara variabel persepsi terhadap kualitas produk dengan variabel pengambilan keputusan pembelian skincare X.
Kata kunci : persepsi, kualitas produk, pengambilan keputusan pembelian, wanita
