PENGARUH HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA LAYANA HIJAB

This study aims to analyze the effect of price and product quality on purchase decisions at Layana Hijab, a hijab brand operating through e-commerce platforms Shopee and Tokopedia. The rapid growth of online shopping has intensified competition among hijab brands, making price competitiveness and consistent product
quality critical factors influencing consumer decisions. This research employs a quantitative explanatory approach using primary data collected through online
questionnaires distributed to 120 Layana Hijab customers. The sampling technique
used was purposive sampling. Data were analyzed using multiple linear regression with IBM SPSS 21, supported by validity, reliability, and classical assumption tests. The results indicate that price has a positive and significant effect on purchase
decisions, showing that affordable and competitive pricing strengthens consumers’ confidence in making purchases. Product quality also has a positive and significant influence on purchase decisions, particularly in terms of comfort, durability, design, and conformity with online product descriptions. Thesefindings confirm that consumers evaluate both functional and emotional values when deciding to purchase hijab products online. Overall, the study concludes that price and product quality play a crucial role in shaping purchase decisions at Layana Hijab. The findings provide managerial implications for maintaining competitive pricing
strategies and improving product quality consistency to enhance consumer trust and purchasing confidence.