PENGARUH HARGA, KUALITAS PRODUK DAN SALURAN DISTRIBUSI TERHADAP MINAT BELI ULANG KOSMETIK MEREK PIXY DI KOTA MATARAM

Abstract

ABSTRAK
Penelitian ini ditujukan untuk mengetahui pengaruh Harga, Kualitas Produk dan
Saluran Distribusi terhadap Minat Berli Ulang Kosmetik Merek Pixy di Kota Mataram.
Populasi dalam penelitian ini masyarakat Kota Mataram yang pernah membeli produk
kosmetik merek pixy, sedanglkan sampel dalam penelitian ini adalah 105 orang dengan
menggunakan teknik pengambilan non-random sampling dan accidental sampling. Jenis
penelitian ini merupakan penelitian deskriptif kuantitatif. Pengolahan data pada penelitian ini
menggunakan SPSS 27.0 for Windows, dimana dilakukan uji validitas, uji reabilitas, uji asumsi
klasik, analisis regresi linear berganda, uji koefisien determinasi (R Square) dan uji signifikansi
(uji t). Hasil penelitian ini menunjukkan bahwa (1) Harga berpengaruh positif dan signifikan
terhadap Minat Beli Ulang Kosmetik Merek Pixy di Kota Mataram, (2) Kualitas Produk
berpengaruh positif dan signifikan terhadap Minat Beli Ulang Kosmetik Merek Pixy di Kota
Mataram, (3) Saluran Distribusi berpengaruh positif dan signifikan terhadap Minat Bli Ulang
Kosmetik Merek Pixy di Kota Mataram.

ABSTRACT
This study aims to determine the effect of Price, Product Quality and Distribution
Channel on the Interest in Reinvesting Pixy Brand Cosmetics in Mataram City. The population
in this study was the people of Mataram City who had bought pixy brand cosmetic products,
while the sample in this study was 105 people using non-random sampling and accidental
sampling techniques. This type of research is quantitative descriptive research. Data
processing in this study used SPSS 27.0 for Windows, where validity tests, reliability tests,
classical assumption tests, multiple linear regression analysis, determination coefficient tests
(R Square) and significance tests (t tests) were carried out. The results of this study show that
(1) Price has a positive and significant effect on the Repurchase Interest of Pixy Brand
Cosmetics in Mataram City, (2) Product Quality has a positive and significant effect on the
Repurchase Interest of Pixy Brand Cosmetics in Mataram City, (3) Distribution Channels have
a positive and significant effect on the Repurchase Interest of Pixy Brand Cosmetics in
Mataram City.