THE INFLUENCE OF PRODUCT AND AFFORDABLE PRICE TOWARD BUYING INTENTION FOR MADAME GIE BRAND MEDIATING BY SOCIAL INFLUENCE IN JABODETABEK

Abstract

Currently cosmetics are needed by the community, currently Madame Gie cosmetic brand is one of the most popular brands because it has affordable prices and good quality. The problem in this study lately is that many local brands have sprung up with the same price and quality as madame gie products, or can be called rivals of the madame gie brand. The purpose of this study is to find out whether product quality, social influence, can affect buying intention. This study used quantitative approaches and data collection techniques by distributing questionnaires through google form and the population in this study was Gen Z who had used Madame Gie cosmetic products. The analysis technique used is the Partial Least Squares Structural Equation Model with the help of the Smart PLS 4.0 application. The results of this study that Product and Affordable Price does not have a significant effect on Social Influence, Product and Affordable Price does not have a significant effect on Buying Intention, Social Influence has a significant effect on Buying Intention, Product and Affordable Price have an effect on the Social Influence and last Product, Affordable Price and Social Influence have an effect on the Buying Intention.