The Effect of Consumer Experience, Product Quality, and Discounts on Saff N Co Perfume Purchasing Decision (A Study of University Students in Sleman Regency)

Abstract

The research aimed to (1) examine the effect of consumer experience on
purchasing decisions; (2) examine the effect of product quality on purchasing
decisions; (3) examine the effect of discounts on purchasing decisions; and (4)
examine the effect of consumer experience, product quality and discounts
simultaneously on purchasing decisions. This study employed a quantitative approach with a survey method involving 190 student consumers residing in Sleman Regency who were selected through a purposive sampling technique. The sample criteria included active students aged 17–25 years who had purchased Saff & Co perfume at least once. Data were collected using a questionnaire with a Likert scale. The research instrument has been declared valid through the construct validity test and reliable based on the Cronbach's alpha and composite reliability tests. Data analyses were carried out using Structural Equation Modeling (SEM) 4.0 software. The study findings indicated that (1) consumer experience had a positive and significant effect on purchase decisions; (2) product quality had a positive and significant effect on purchasing decisions; (3) discounts had a positive and significant effect on purchasing
decisions; (4) consumer experience, product quality and discounts simultaneously had a positive and significant effect on purchasing decision.