Title:
Influence of Promotion, Product Quality and Customer Value Towards Consumer Purchase Decisions on Cosmetic Product

Authors:
Indira Wijayanti Halim, Wisnu Untoro., Indonesia

Abstract:

This study was conducted to determine the relationship between promotion, product quality, and customer value on purchasing decisions. The population in this study were users of skincare products from ZAP in Indonesia. Sampling using convenience sampling technique with a sample obtained as many as 125 respondents. Testing using partial least square analysis-structural equation modeling (PLS-SEM) with Smart PLS3 software. Promotion has 4 questionnaire items, product quality has 4 questionnaire items, consumer value has 9 questionnaire items, and purchase decisions have 4 questionnaire items. This study found that promotion has a positive effect on purchasing decisions (p values 0.000), customer value has a positive effect on customer decisions (p values 0.008), while product quality has no influence on purchasing decisions (p values 0.825). Based on the results obtained, it is concluded that promotion and customer value can be a reference for marketers to improve purchasing decisions, especially in ZAP Indonesia cosmetic products.

DOI: https://doi.org/10.51505/IJEBMR.2024.8823