Pengaruh Persepsi dan Sikap Konsumen Terhadap Keputusan Pembelian Pada Klinik Skincare Cantika Beautycare di Kota Metro

Abstract

The purpose of this study was to obtain data and determine the positive influence of consumer perception and attitude on purchasing decisions at the Cantika Beautycare Skincare clinic in Metro city. The population of this study were consumers of the Cantika Beautycare Skincare clinic. The sampling technique was accidental sampling with a sampling time of 30 days, 60 samples were obtained. The method used was a quantitative approach, namely by interview or questionnaire. In this study, the data analysis technique was validity testing, reliability testing. Testing the requirements for normality analysis, linearity testing and regression significance, homogeneity testing. Testing the analysis model of multiple regression analysis, T test, F test, R2 interpretation test. The results showed that consumer perception and attitude have a significant influence on purchasing decisions. Consumers who have a positive perception of product quality, price, and service tend to be more confident in making purchases. In addition, a positive attitude formed from experience and trust in the brand contributes to purchasing decisions. Thus, the Cantika Beautycare Skincare clinic needs to continue to improve the quality of products and services and build a positive image in order to maintain consumer loyalty.