Pengaruh Kualitas Produk, Inovasi Dan Promosi Beauty Influencer Terhadap Keputusan Pembelian Produk Wardah Colorfit Series Di Masa Pandemi Covid-19 Pada Mds Johar Plaza Jember

Abstract

This study aims to examine the effect of product quality, innovation and promotion of beauty influencers on purchasing decisions for Wardah Colorfit Series products at MDS Johar Plaza Jember. The sample in this study were female consumers of wardah with a total of 40 respondents. The data analysis used is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, t test and F test. The conclusion of this study is that partially the product quality variable (X₁) has no significant effect on decisions. Purchase of (Y) Wardah Colorfit Series Products at MDS Johar Plaza Jember. the Innovation variable (X₂) has a significant effect on the Purchase Decision (Y) of Wardah Colorfit Series Products at MDS Johar Plaza Jember. The Beauty Influencer Promotion Variable (X₃) has a significant effect on the Purchase Decision (Y) of Wardah Colorfit Series Products at MDS Johar Plaza Jember. Simultaneously the variables Product Quality (X₁), Innovation (X₂) and Beauty Influencer Promotion (X₃) have a positive and significant effect on Purchase Decision (Y) for Wardah Colorfit Series Products at MDS Johar Plaza Jember.