The Effect of Product Quality and Price Perception on Consumers' Purchase Decisions at Kiko Milano, Pakuwon Mall Surabaya
Analyzing the Role of Product Quality and Price Perception in Driving Consumer Purchase Decisions for International Cosmetics
Keywords:
Price Perception, Product Quality, Purchase Decision, Consumer Behavior, Cosmetics IndustryAbstract
Introduction/Main Objectives: This study investigates the influence of product quality and price perception on consumer purchase decisions for Kiko Milano cosmetics at Pakuwon Mall Surabaya. As an international brand offering affordable luxury, Kiko Milano competes in Indonesia's dynamic beauty market, where consumer preferences are shaped by both global branding and local economic considerations.
Background Problems: The increasing interest in premium cosmetic products among Indonesian consumers raises the need to explore which factors—product quality or price perception—play a more decisive role in shaping purchase behavior.
Novelty: This research integrates two critical variables—product quality and price perception—within the framework of a global brand operating in a local market. The study contributes to the limited body of quantitative research exploring consumer decision-making in Indonesia's premium beauty segment.
Research Methods: A quantitative approach with a causal associative design was used. Data were collected from 100 respondents via structured questionnaires and analyzed using multiple linear regression. Validity and reliability tests were conducted to ensure instrument accuracy.
Findings/Results: The results indicate that both product quality and price perception significantly affect consumer purchase decisions. However, price perception exerts a more dominant influence, suggesting that consumers are more responsive to perceived value and affordability than to product excellence alone.
Conclusion: Consumers prioritize price perception when purchasing cosmetics, implying that marketing strategies should emphasize competitive pricing and perceived value to enhance brand appeal and drive sales.
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Keywords: Price Perception; Product Quality; Purchase Decision; Consumer Behavior; Cosmetics Industry
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