Article Sidebar

Download
Download Article

Main Article Content

Abstract

This study examines the effect of product quality and price on purchasing decisions, with purchase intention mediating variable among La Tulipe cosmetic consumers in Purworejo, Indonesia. The research addresses the growing competitiveness in the cosmetics industry, where consumers prioritize value and quality. A quantitative method was used with 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression, t-test, F-test, and Sobel test using SPSS. The results show that price significantly influences both purchase intention and purchase decision, while product quality affects purchase decision but not purchase intention. Purchase intention mediates the effect of price on purchase decision, but not the effect of product quality. These findings suggest that pricing plays a key role in shaping both interest and actual buying behavior, while product quality influences consumers more directly during the decision stage. This study offers practical insights for local cosmetic brands in developing effective marketing strategies that align with consumer expectations.

Keywords

Product Quality Price Purchase Intention Purchase Decision Cosmetics

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

How to Cite
Nurkhotimah, S., Puspitasari , I., & Ishak, I. (2025). The Influence of Product Quality and Price on Purchasing Decisions through Purchase Intention as a Mediating Variable. Golden Ratio of Marketing and Applied Psychology of Business, 6(1), 137–149. https://doi.org/10.52970/grmapb.v6i1.1344
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Aptaguna, S., & Pitaloka, E. (2016). Pengaruh Kualitas Layanan Dan Harga Terhadap Minat Beli Ulang Jasa Go-Jek. Journal Widyakala, 3.
  2. Ariyanti, A., & Darmanto, R. F. (2020). Analisis Terhadap Faktor-Faktor Yang Mempengaruhi Minat Beli Konsumen Wardah Cosmetics. Jurnal Manajemen Kewirausahaan, 17(2), 143–154.
  3. Az-Zahra Azis, D. A., & Mukhsin, M. (2024). Pengaruh Harga Dan Label Halal Terhadap Keputusan Pembelian Produk Kosmetik Sk II. Jurnal Ekonomi Manajemen Dan Bisnis, 1(6), 71–82. https://doi.org/10.62017/jemb
  4. Charty, M., & Jr., P. (2003). Dasar-Dasar Pemasaran (Edisi Keli). Erlangga.
  5. Creswell, J. W. (2016). Research Design: Pendekatan Kualitatif, Kuantitatif dan Mixed. Pustaka Pelajar.
  6. Firmansyah, M. A. (2019). Perilaku Konsumen (sikap dan pemasaran). Qiara Media.
  7. Hikmah, N. (2023). Pengaruh kualitas produk dan harga terhadap keputusan pembelian produk kosmetik Wardah. Jurnal Ilmu Administrasi Bisnis, 12(3), 142–150. https://ejournal3.undip.ac.id/index.php/jiab/article/view/36980
  8. Kotler, P., & Armstrong, G. (2020). Prinsip-prinsip pemasaran (edisi terb). Erlangga.
  9. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
  10. Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th ed.). Pearson.
  11. Lucas, R., Nusair, K., & Erdem, M. (2012). The role of perceived value in the purchase intention of consumer goods. International Journal of Marketing Studies, 4(2), 78–89. https://doi.org/10.5539/ijms.v4n2p78
  12. Maruapey, W. I., Guslina, I., & Idrus, Y. (2022). Perilaku Konsumen Tentang Kualitas Produk Dalam Meningkatkan Keputusan Pembelian Produk AMDK. Public Policy, 92–105.
  13. Mutiara, M. (2024). Pengaruh kualitas produk dan harga terhadap keputusan pembelian dengan minat beli sebagai variabel intervening (Studi pada produk skincare MS Glow di Kota Batam). YUME: Journal of Management, 3(2), 145–160. https://journal.stieamkop.ac.id/index.php/yume/article/view/8175
  14. Peter, J. P., & Olson, J. C. (2013). Consumer behavior & marketing strategy (9th ed.). McGraw-Hill.
  15. Prasetiawan, Adya Hermawati, & Zulkhifli. (2021). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi Pada PT. Jaya Kopra Sejati). Conference on Economic and Business Innovation (CEBI), 1(1 SE-Articles Text), 1346–1351. https://jurnal.widyagama.ac.id/index.php/cebi/article/view/192
  16. Rosnaini. (2017). Citra, kualitas produk, dan kepuasan pelanggan. Global Research And Consulting Institute.
  17. Schiffman, L. G., & Kanuk, L. L. (2010). Consumer behavior (10th ed.). Pearson Education.
  18. Sitorus, A. P. (2022). Mekanisme Penetapan Harga (Price) Dan Kebijakan Penentuan Keuntungan (Profit) Ditinjau Dari Perspektif Ekonomi Islam. At-Tanmiyah: Jurnal Ekonomi Dan Bisnis Islam, 1(1), 44–59.
  19. Sudirjo, H. (2024). Strategi harga dalam perilaku konsumen modern. Prenada Media.
  20. Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
  21. Trisdiyana, D., & Handayani, H. (2023). Pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian melalui minat beli (Studi pada skincare Jasper di Cikarang Selatan). Jurnal Ekonomi Manajemen Dan Bisnis Indonesia (JEMSI), 3(4), 123–135. https://www.journal.lembagakita.org/jemsi/article/view/1260
  22. Wardhana, A. (2024). Perilaku Konsumen Di Era Digital.
  23. Yafie, A. S., Suharyono, S., & Abdillah, Y. (2016). Pengaruh kualitas produk dan kualitas jasa terhadap kepuasan pelanggan (Studi pada Pelanggan Food and Beverage 8 Oz Coffee Studio Malang). Brawijaya University.