Pengaruh Strategi Pemasaran, Kualitas Produk, dan Kualitas Pelayanan terhadap Keputusan Pembelian Konsumen pada Duta Cosmetic Bireuen

Abstract

This empirical exploration is designed to analyze empirical evidence regarding the contribution of marketing strategies, product quality, and service quality in determining consumer purchase decisions at Duta Cosmetic Bireuen. A quantitative causal research design was implemented, involving 95 research subjects selected through non-probability purposive sampling with inclusion criteria of a minimum age of 16 years and a history of purchasing at least twice. Primary data were collected using a structured questionnaire with a 1-to-5 Likert scale and analyzed using multiple linear regression modeling with SPSS version 26 software. Partial evaluation results from t-test analysis confirm that marketing strategies exert a positive and significant effect on purchase decisions (; ). Conversely, the product quality parameter is proven to have no positive and significant individual effect on consumer purchase considerations (; ). Meanwhile, the service quality variable is identified as making a highly dominant and significant positive contribution to purchase decisions (; ). In the collective evaluation through F-test analysis, the cumulative integration of the three independent variables simultaneously influences consumer purchase decisions significantly, as indicated by  (). The correlation coefficient () reflects a strong association, with a coefficient of determination () demonstrating that  of the variance in consumer purchase decisions can be explained by the combination of these three predictor variables, while the remaining  is driven by other determinants outside the scope of this model.