Analysis of The Effect of Product Quality on Purchasing Decisions for Scarlett in The Bengkayang Border Region
DOI:
https://doi.org/10.31603/conference.17387Keywords:
product quality, purchasing decisions, Scarlett, The Bengkayang Border AreaAbstract
The rapid expansion of Indonesia's cosmetic industry has intensified competition among companies to develop products that meet consumers' expectations and preferences. In border regions such as Bengkayang Regency, purchasing decisions are influenced not only by market trends but also by consumers' direct experiences with product quality. This study was conducted to examine the effect of product quality on consumers' purchasing decisions regarding Scarlett products in the border area of Bengkayang. A quantitative research approach was employed by collecting data through questionnaires distributed to 100 respondents who had previously purchased and used Scarlett products. Respondents were selected using a purposive sampling technique based on predetermined criteria, namely being at least 17 years old and having experience using Scarlett products. Product quality was assessed through several dimensions, including performance, reliability, durability, aesthetic appearance, and conformity with product specifications. Meanwhile, purchasing decisions were evaluated based on product selection influenced by quality, consumer needs, trust, advertising, and brand recognition. The findings reveal that product quality has a positive and statistically significant influence on purchasing decisions for Scarlett products. This suggests that consumers living in border areas place greater emphasis on product effectiveness, safety, and tangible benefits when deciding to purchase cosmetic products. Consequently, maintaining consistent product quality is crucial for strengthening consumer confidence, encouraging purchasing decisions, and improving the company's competitiveness in the cosmetic industry.
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