PENGARUH VARIASI PRODUK DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH (STUDI KASUS PADA MAHASISWI PRODI MANAJEMEN KELAS PAGI SEMESTER V T.A. 2022/2023 STIE SULTAN AGUNG)

Abstract

The purposes of this study are: 1. To determine the description of product variation, customer experience, and purchase decisions for Wardah products. 2. To determine the effect of product variation and customer experience on purchase decisions for Wardah products  both simultaneously and partially. This study use library research and field research design. The sample in this study is consumers of Wardah products in Morning Class Management Study Program students Semester V STIE Sultan Agung, totaling 35 people. The types of data used in this research are qualitative data and quantitative data. Source of data used are primary data and secondary data. Data collection techniques were carried out using questionnaires, interviews and documentation. The test of this research instrument use validity test and reliability test. The data analysis techniques used are normality test, qualitative descriptive analysis, and quantitative descriptive analysis. The results of this study can be summarized as follows: 1. Product variation, customer experience, and purchase decisions are good. 2. Product variation and customer experience have positive effect on purchase decisions 3. Product variation and customer experience have very high and positive correlation with purchase decisions. The level of purchase decisions can be explained by product variation and customer experience. 4. The results of the hypothesis test stated that H₀ is rejected, meaning that there is positive and significant effect between product variation and customer experience on purchase decisions both simultaneously and partially.