PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK REVLON DI KOTA MALANG

The purpose of this study is first, to analyze customer perceptions of product quality, price, and purchasing decisions for Revlon lipstick in Malang. Second, to determine the effect of product quality on purchasing decisions for Revlon lipstick in Malang. Third, to determine the effect of price on purchasing decisions for Revlon lipstick in Malang. Fourth, to determine which of product quality and price has a dominant influence on purchasing decisions for Revlon lipstick in Malang. The type of research used is descriptive research, using a quantitative approach method using an explanatory research approach. The population in the study was all female consumers who had purchased Revlon lipstick in Malang City for the past 1-3 months and were 17 years old. The results of the study are determined based on the number of respondents, namely 120 respondents determined by accidental sampling techniques. The data source used in this study is primary data, which is data taken directly from data obtained from respondents using questionnaires. The data analysis technique uses multiple regression analysis with the t test and coefficient of determination with the help of SPSS 26 software, the research data shows that product quality and price have a significant effect on purchasing decisions. Thus, product quality plays a significant role in relation to price, and the model effectively explains sales variation. The success of this study lies in understanding the integration of product quality dimensions with pricing skills in the cosmetic product environment, especially Revlon lipstick. In terms of business practice, the results of this study mean that cosmetic companies need to prioritize product quality levels combined with competitive pricing strategies to influence purchasing decisions. In general, this study proves the fact that product quality and price are the two most important factors in influencing purchasing decisions.