The Influence of Product Quality and Price on Purchasing Decisions through Purchase Intention as a Mediating Variable

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Quantitative analysis shows product quality and price influence purchasing decisions, suggesting stronger marketing strategies in cosmetics.

Price significantly influences both purchase intention and purchasing decisions among cosmetic consumers.
Product quality affects purchase decisions but does not significantly influence purchase intention among consumers.
Purchase intention mediates the effect of price on purchase decisions, showing its role in consumer choices.
Findings provide practical insights for cosmetic brands to adapt marketing strategies based on consumer expectations.

Nurkhotimah et al. (2025) studied this question.

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Quantitative analysis shows product quality and price influence purchasing decisions, suggesting stronger marketing strategies in cosmetics.