The Influence Of Product Quality On The Buying Decision Of Marina Hand & Body Lotion Among Consumers In Bandar lampung

Rizki Dwi Septiawan; Maulana Agung P; Winda Septiani

doi:10.63922/ijebir.v4i04.1998

Rizki Dwi Septiawan Faculty of Social Sciences, Political Science, University of Lampung, Lampung, Indonesia
Maulana Agung P Faculty of Social Sciences, Political Science, University of Lampung, Lampung, Indonesia
Winda Septiani Faculty of Social Sciences, Political Science, University of Lampung, Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v4i04.1998

Keywords: Product Quality, Purchase Decision, Hand and Body Lotion, Marina, Consumers

Abstract

The increasingly intense competition in Indonesia's beauty industry, particularly in the skincare product segment, has encouraged local brands such as Marina to continuously innovate in order to survive and grow amid market dynamics. This research seeks to investigate the extent to which product quality affects consumers’ decisions to purchase Marina hand and body lotion. This research employed an explanatory method with a quantitative approach. A total of 100 consumers of Marina hand and body lotion participated as respondents by completing a questionnaire. The collected data were then quantified using a Likert scale. Data analysis involved descriptive analysis, validity and reliability testing, classical assumption tests, multiple linear regression analysis, and hypothesis testing including t-test and coefficient of determination (R²) using SPSS version 22. The data were analyzed using multiple linear regression analysis. The results showed that product quality had a positive influence on purchasing decisions, with a contribution of 36.5%. These findings indicate that consumers' positive perceptions of product quality can enhance satisfaction, trust, and ultimately their purchasing decisions.

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