The Influence of PrInfluence of Product Quality and Price on the Purchase Decision of Garnier Men Products in Lamongan Regencyoduct Quality and Price on the Purchase Decision of Garnier Men Products in Lamongan Regency
Keywords:
Product Quality, Price, Purchase Decision, Garnier Men, Men's Skincare.Abstract
The rapid growth of the men's skincare industry has driven intense market competition, including in Lamongan Regency. This quantitative study analyzes the influence of product quality and price on the purchasing decisions of Garnier Men facial wash, both partially and simultaneously. Data were collected from 130 male respondents (aged at least 17 years) using purposive sampling, and analyzed through multiple linear regression using IBM SPSS 27. The results indicate that product quality and price have a positive and significant effect, both partially and simultaneously, on purchasing decisions. Product quality emerged as the most dominant variable influencing purchasing decisions compared to price. These findings suggest that male consumers in Lamongan are pragmatic and risk-averse, prioritizing the functional effectiveness of the product under hot local weather conditions over price considerations. Manufacturers are advised to maintain formula quality consistency while providing economical packaging options to ensure affordability in the local market.
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Copyright (c) 2026 Ade Fajrussurur, Nurul Badriyah , Evi Yulia, Titin
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