The Influence of Product Quality, Price Perception and Reference Groups on the Purchase Decision of Refillable Perfumes (Study on Uchi Parfume Refillable Solo, Central Java)

Abstract

Perfume has become one of the lifestyle products that can support appearance and can increase confidence. All people really need perfume in activities outside the home. Some people often feel the need to buy perfume at an expensive price and irrational considerations to fulfill their desire in their social environment to look perfect and to keep up with the existing trends. This study aims to determine the influence of product quality, price perception, and reference groups on refillable perfume purchase decisions in Uchi Parfume Refillable consumers in Solo, Central Java. This research is a quantitative research and the research method used is causal analysis. The number of respondents was 220 people obtained through purposive sampling techniques. Data was collected through a questionnaire and analyzed using the Partial Least Square (PLS) method with Smart PLS 4 software. The results show that product quality, price perception, and reference groups partially have a positive and significant effect on purchase decisions. These findings show that these three variables are important factors that influence consumers in choosing refillable perfume products. Therefore, Uchi Parfume is advised to continue to maintain quality, set competitive prices, and utilize social influence in its marketing strategy.