Pengaruh Persepsi Harga, Kualitas Produk, dan Iklan terhadap Minat Beli Kosmetik Wardah pada Mahasiswi Universitas Muhammadiyah Surabaya

Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kualitas produk, dan iklan terhadap minat beli kosmetik Wardah pada mahasiswi Universitas Muhammadiyah Surabaya. Penelitian ini dilatarbelakangi oleh perkembangan industri kosmetik di Indonesia yang semakin pesat sehingga meningkatkan persaingan antar merek kosmetik. Kondisi tersebut mendorong perusahaan untuk memahami faktor-faktor yang memengaruhi minat beli konsumen. Wardah sebagai salah satu merek kosmetik halal di Indonesia berupaya mempertahankan dan meningkatkan minat beli konsumen melalui penetapan harga yang sesuai, kualitas produk yang baik, serta iklan yang menarik dan informatif. Penelitian ini menggunakan pendekatan kuantitatif. Populasi penelitian adalah mahasiswi Universitas Muhammadiyah Surabaya yang mengetahui, pernah menggunakan, maupun memiliki minat untuk membeli kosmetik Wardah. Teknik pengambilan sampel menggunakan cluster sampling dengan jumlah sampel sebanyak 257 responden. Data diperoleh melalui penyebaran kuesioner menggunakan Skala Likert. Analisis data dilakukan dengan bantuan program Statistical Package for the Social Sciences (SPSS) versi 25 melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, uji t, uji f, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa persepsi harga, kualitas produk, dan iklan berpengaruh positif dan signifikan terhadap minat beli kosmetik Wardah. Hasil uji f menunjukkan bahwa persepsi harga, kualitas produk, dan iklan secara simultan berpengaruh signifikan terhadap minat beli kosmetik Wardah. Nilai koefisien determinasi (R Square) sebesar 0,392 menunjukkan bahwa variabel persepsi harga, kualitas produk, dan iklan mampu menjelaskan variasi minat beli sebesar 39,2%, sedangkan sisanya sebesar 60,8% dipengaruhi oleh variabel lain di luar penelitian.

================================================================================

This study aims to analyze the influence of price perception, product quality, and advertising on the purchase intention of Wardah cosmetics among female students at Universitas Muhammadiyah Surabaya. This research is motivated by the rapid growth of the cosmetic industry in Indonesia, which has intensified competition among cosmetic brands. This condition encourages companies to understand the factors influencing consumers' purchase intentions. Wardah, as one of the leading halal cosmetic brands in Indonesia, strives to maintain and increase consumers' purchase intentions through appropriate pricing, high product quality, and attractive and informative advertising. This study employed a quantitative approach. The population consisted of female students at Universitas Muhammadiyah Surabaya who were aware of, had used, or had an intention to purchase Wardah cosmetics. The sampling technique used was cluster sampling, resulting in a sample of 257 respondents. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using the Statistical Package for the Social Sciences (SPSS) version 25, including validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination.The results showed that price perception, product quality, and advertising have a positive and significant effect on the purchase intention of Wardah cosmetics. The F-test results indicated that price perception, product quality, and advertising simultaneously have a significant effect on purchase intention. The coefficient of determination (R Square) value of 0.392 indicates that price perception, product quality, and advertising explain 39.2% of the variation in purchase intention, while the remaining 60.8% is explained by other variables not examined in this study.