Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Minat Beli Ulang Produk Kosmetik Wardah

Indrawati, - (2021) Pengaruh Kualitas Produk, Harga, dan Promosi terhadap Minat Beli Ulang Produk Kosmetik Wardah. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Wardah is a beauty product made in Indonesia that is safe and of high quality by producing a variety of cosmetics for various skin conditions, and is a pure and safe product, containing safe and halal raw materials. This study aims to analyze the effect of product quality on repurchase intention, the effect of price on repurchase intention, and the effect of promotion on repurchase intention. The sampling method in this study was non-probability sampling using a purposive sampling technique with a total of 110 respondents. The data analysis technique used in this research is multiple linear regression analysis. The results of this study indicate that product quality has a positive effect on repurchase intention in Wardah cosmetic products, price has a positive effect on repurchase intention in Wardah cosmetic products, and promotion has a positive effect on repurchase intention in Wardah cosmetic products.

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