PENGARUH KUALITAS PRODUK DAN KEPUASAN PELANGGAN TERHADAP MINAT BELI PRODUK KOSMETIK WARDAH PADA TOKO UNALALA KOTA SORONG

Abstract

This study aims to determine, (1) the effect of product quality on buying interest, (2) the effect of customer satisfaction on buying interest, and (3) the effect of product quality and customer satisfaction on buying interest. This research uses descriptive and correlation methods using a quantitative approach. The population of this study is the result of a survey that shopped online at the shopee online store in the Remu Utara village with a total of 135 people. The technique of collecting the sample in this study used the Slovin formula with a sample of 44 people. The technique of collecting data was by distributing questionnaires. The results showed that. (1) Product quality has a positive effect on buying interest in Wardah cosmetic products at the Unalala store, (2) This is evidenced by a significant value of 0.000 > from the level of significance value of 0.05, (3) product quality and customer satisfaction have a simultaneous (together) effect on buying interest in Wardah cosmetic products at the Unalala store. This is evidenced by a significant value of 0.000 < from the level of significance value of 0.05.