Price Determination and Self-actualization on Purchase Decisions of Go Green the Body Shop Products at Tangcity Mall

Abstract

The purpose of this study was to determine the role of purchasing decisions through pricing and selfactualization of The Body Shop products at TangCity Mall. This research is a quantitative research with a sample of The Body Shop customers at TangCity Mall who have purchased The Body Shop products totaling 100 respondents. Data collection techniques using primary data obtained from distributing questionnaires. The analysis technique used is multiple linear regression analysis using SPSS Version 27 software. The results show that both the pricing variable and the self-actualization variable have a positive effect on purchasing decisions partially or simultaneously. The price offered is a special consideration, before deciding to buy goods or use a service. Price is one of the important factors that influence the marketing of a product. While selfactualization is the highest need of an individual, this self-actualization need can be achieved when other lower needs have been fulfilled such as physiological needs, feeling safe, affection and appreciation.