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All Journal JURNAL MANAJEMEN AKUNTANSI (JUMSI) Oikonomia: Jurnal Manajemen
Yasmita, Hafsyah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : Oikonomia: Jurnal Manajemen

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Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Perhiasan Imitasi Pada Toko Rara Aksesoris Yasmita, Hafsyah; Nasution, Juliana; Dharma, Budi
Oikonomia: Jurnal Manajemen Vol. 20 No. 1 (2024): Oikonomia: Jurnal Manajemen
Publisher : Fakultas Ekonomi dan Bisnis Universitas Nasional

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Abstract

The purpose of this study is to identify and evaluate how price and product quality influence customers' decision to buy costume jewelry from Rara Aksessories. Quantitative research methodology. A total of 100 Rara Aksessories customer respondents from the entire population who made more than 2 transactions online participated in this study using associative techniques.  Information was collected through a questionnaire given to respondents and analyzed using multiple linear regression analysis methods in the IBM SPSS Statistic 27 program. The research findings show that price and quality simultaneously have a positive influence on imitation jewelry purchasing decisions at Rara Accessories. Suggestions Future researchers are expected to add other variables and other research stores/locations.
Co-Authors Dharma, Budi Hidayat, Alfy Nasution, Juliana Reitandi, Reitandi Suhairi Suhairi Surya Sirait, Mentari Kinanti