Abstract

This study aims to determine the effect of price and product quality on the purchase decision of MS Glow products. The research method used in this research is quantitative method with descriptive quantitative approach. The data used is primary data obtained from distributing questionnaires to MS Glow product users. Sampling in the study used the Simple Random Sampling technique with a total sample of 96 respondents. Analysis of the data in this study using multiple linear regression analysis with the help of SPSS 20 program. The results of the study show that 1) the price variable has a significant positive effect on purchasing decisions; 2) product quality variables have a significant positive effect on purchasing decisions, and 3) product quality and price have a significant positive effect on purchasing decisions. The coefficient of determination in this study was 68.3%, which means that the variability of purchasing decisions can be explained by the price and product quality of 68.3%.