PENGARUH HARGA DAN KUALITAS PRODUK SKINCARE THE ORIGINOTE TERHADAP MINAT BELI MAHASISWA (STUDI KASUS PADA MAHASISWA SEKOLAH TINGGI PERPAJAKAN INDONESIA)

Jehadut, Genoveva Maria (2024) PENGARUH HARGA DAN KUALITAS PRODUK SKINCARE THE ORIGINOTE TERHADAP MINAT BELI MAHASISWA (STUDI KASUS PADA MAHASISWA SEKOLAH TINGGI PERPAJAKAN INDONESIA). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh harga dan kualitas produk skincare The originote terhadap minat beli mahasiswa STPI, baik secara individu maupun kolektif. Data diperoleh melalui penyebaran kuesioner kepada mahasiswa STPI dengan menggunakan teknik non-probability dan purposive sampling. Sampel berjumlah 100 responden yang merupakan mahasiswa aktif pada tahun ajaran 2022/2023. Analisis dilakukan dengan menggunakan regresi linier berganda dengan software SPSS 26. Hasil pengujian secara parsial menunjukkan bahwa harga (X1) dan kualitas berpengaruh signifikan terhadap minat beli (Y), dengan nilai t masing-masing melebihi nilai t kritis (2,348 > 1,966 untuk harga dan 3,661 > 1,966 untuk kualitas produk). Selanjutnya pengujian secara simultan menunjukkan bahwa harga dan kualitas produk secara bersama-sama memberikan kontribusi positif terhadap minat beli, dengan nilai F-value sebesar 20,393 pada tingkat signifikansi 0,000 <0,05). Kata Kunci: Pengaruh Harga, Kualitas Produk, Minat Beli / This research aims to explore the impact of the price and quality of The originote skincare products on the purchasing interest of STPI students, both individually and collectively. Data were obtained through questionnaires distributed to STPI students using non-probability and purposive sampling techniques. The sample consisted of 100 respondents who were active students in the academic year 2022/2023. The analysis was conducted using multiple linear regression with SPSS 26 software. The results of the partial testing indicate that both price (X1) and quality significant impact on purchasing interest (Y), with their respective t-values exceeding the critical t-value (2.348 > 1.966 for price and 3.661 > 1.966 for product quality). Furthermore, simultaneous testing shows that price and product quality collectively contribute positively to purchasing interest, with an F-value of 20.393 at a significance level of 0.000 (sig < 0.05). Keywords: Price Influence, Product Quality, Purchase Intention

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