PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

This study aims to influence the quality of goods and price on the purchase choice of Scarlett Whitening products. The findings of this study indicate that the quality of goods has a positive effect on purchase choices. Elements such as the selection of safe materials, the presence of BPOM certification, and dermatological test results are important factors for consumers. In addition, price also shows a positive impact on purchase choices, where consumers' views on the affordability or added value of the product increase their interest in purchasing. Furthermore, price is identified as the main factor influencing purchase decisions compared to other factors. The final conclusion underlines that the quality of goods and price both have a significant influence on purchase choices, with price being the main determining factor in the consumer decision making process.