Companies should focus on improving product quality

Oct 13, 2025 by wbrum.org 49 views

The Effect of Packaging, Prices, and Product Quality on Clear Shampoo Product Purchasing Decisions on Students of the Faculty of Economics, University of North Sumatra

Introduction

In today's competitive market, understanding the factors that influence consumer purchasing decisions is crucial for businesses to succeed. The cosmetics industry, in particular, is a highly competitive market where product quality, packaging, and price play a significant role in determining consumer behavior. This study aims to investigate the effect of packaging, price, and product quality on the decision to purchase clear shampoo among students of the Faculty of Economics, University of North Sumatra. By analyzing the factors that influence purchasing decisions, this study seeks to provide insights for businesses to develop effective marketing strategies.

Methodology

This study was conducted on active students of the Faculty of Economics, University of North Sumatra, from 2009 to 2012. The population that became the focus was students from the faculty. The data analysis method used is a descriptive analysis method and multiple linear regression. This type of research is associative, with the use of primary and secondary data obtained through documentation and questionnaire studies, which use a Likert differential scale. The data processing process is carried out statistically using SPSS version 16.00, including the T test, F test, and determinant identification (R²).

Results

The results showed that simultaneous packaging, price, and quality factors had a positive and significant influence on the decision to purchase clear shampoo among students of the Faculty of Economics, University of North Sumatra. However, when analyzed partially, prices do not show significant effects, while product packaging and quality have a significant effect. Product quality is proven to be the most dominant variable that influences consumer purchasing decisions on Clear shampoo, with an adjusted R Square value of 0.359. This means that 35.9% of the dependent variable can be explained by independent variables (packaging, price, and product quality), while the other 64.1% are influenced by other factors that are not examined in this study.

The Role of Packaging in Purchasing Decisions

In the context of purchasing decisions, packaging plays an important role in attracting consumer attention. Students as a target market are often affected by attractive and informative packaging designs. Good packaging not only makes the product more attractive, but also functions as a communication tool to provide information about the benefits and how to use the product. Effective packaging design can increase brand recognition and loyalty, making it a crucial factor in the purchasing decision process.

The Impact of Price on Purchasing Decisions

Price is a sensitive factor, especially for students who generally have a limited budget. Although this study shows that prices do not have a significant influence on purchasing decisions, it is essential to note that prices remain a consideration in the final decision of the purchase, especially when compared to other alternative products on the market. Price sensitivity is a critical factor in the cosmetics industry, where consumers are often willing to pay a premium for high-quality products.

The Dominance of Product Quality in Purchasing Decisions

Product quality, on the other hand, is proven to be the most dominant factor. In the cosmetics industry, including shampoo, product quality is the main key that determines customer satisfaction. Students tend to choose products that not only meet their expectations but also provide concrete benefits for their hair health. With a high level of competition, shampoo producers must focus on innovation and improve product quality to attract and maintain customers. Product quality is a critical differentiator in the cosmetics industry, where consumers are willing to pay a premium for high-quality products that meet their needs.

Conclusion

In conclusion, this study highlights the importance of packaging, price, and product quality in influencing purchasing decisions among students of the Faculty of Economics, University of North Sumatra. The results show that product quality is the most dominant factor, followed by packaging and price. Understanding these factors is crucial for businesses to develop effective marketing strategies and stay competitive in the market. By paying attention to these factors holistically, companies can develop a deeper understanding of market dynamics and respond to consumer needs better.

Recommendations

Based on the findings of this study, the following recommendations are made:

Companies should focus on improving product quality to attract and maintain customers in the competitive cosmetics industry.
Effective packaging design is crucial in attracting consumer attention and increasing brand recognition and loyalty.
Price sensitivity is a critical factor in the cosmetics industry, and companies should consider offering competitive pricing to attract customers.
Further surveys and market research can provide additional insights needed to respond to market needs better.

By understanding the factors that influence purchasing decisions, businesses can develop effective marketing strategies and stay competitive in the market.
Frequently Asked Questions (FAQs) on the Effect of Packaging, Prices, and Product Quality on Clear Shampoo Product Purchasing Decisions

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of packaging, price, and product quality on the decision to purchase clear shampoo among students of the Faculty of Economics, University of North Sumatra.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that influence purchasing decisions among students, which can be used by businesses to develop effective marketing strategies and stay competitive in the market.

Q: What is the methodology used in this study?

A: The methodology used in this study is a descriptive analysis method and multiple linear regression. This type of research is associative, with the use of primary and secondary data obtained through documentation and questionnaire studies, which use a Likert differential scale.

Q: What are the results of this study?

A: The results of this study show that simultaneous packaging, price, and quality factors have a positive and significant influence on the decision to purchase clear shampoo among students of the Faculty of Economics, University of North Sumatra. However, when analyzed partially, prices do not show significant effects, while product packaging and quality have a significant effect.

Q: What is the most dominant factor that influences purchasing decisions?

A: The most dominant factor that influences purchasing decisions is product quality, with an adjusted R Square value of 0.359. This means that 35.9% of the dependent variable can be explained by independent variables (packaging, price, and product quality), while the other 64.1% are influenced by other factors that are not examined in this study.

Q: What is the role of packaging in purchasing decisions?

A: Packaging plays an important role in attracting consumer attention. Students as a target market are often affected by attractive and informative packaging designs. Good packaging not only makes the product more attractive, but also functions as a communication tool to provide information about the benefits and how to use the product.

Q: What is the impact of price on purchasing decisions?

A: Price is a sensitive factor, especially for students who generally have a limited budget. Although this study shows that prices do not have a significant influence on purchasing decisions, it is essential to note that prices remain a consideration in the final decision of the purchase, especially when compared to other alternative products on the market.

Q: What is the dominance of product quality in purchasing decisions?

A: Product quality is proven to be the most dominant factor. In the cosmetics industry, including shampoo, product quality is the main key that determines customer satisfaction. Students tend to choose products that not only meet their expectations but also provide concrete benefits for their hair health.

Q: What are the recommendations based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Companies should focus on improving product quality to attract and maintain customers in the competitive cosmetics industry.
Effective packaging design is crucial in attracting consumer attention and increasing brand recognition and loyalty.
Price sensitivity is a critical factor in the cosmetics industry, and companies should consider offering competitive pricing to attract customers.
Further surveys and market research can provide additional insights needed to respond to market needs better.

Q: What are the implications of this study?

A: The implications of this study are that businesses should focus on improving product quality, effective packaging design, and competitive pricing to attract and maintain customers in the competitive cosmetics industry. Additionally, further surveys and market research can provide additional insights needed to respond to market needs better.