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Abstract

The wellness industry in Indonesia is experiencing significant growth, driven by increasing consumer awareness of health, nutrition, and a holistic lifestyle. This study aims to analyze the influence of product quality and product variety on Herbalife purchasing decisions in Ubud, Bali, with price as a moderating variable. The research approach used was quantitative, with proportionate stratified random sampling of 100 Herbalife consumers in Ubud. Data were analyzed using Structural Equation Modeling – Partial Least Squares (SEM-PLS) through SmartPLS 4.1 to test for direct and moderating effects. The results showed that. Product quality had a positive and significant effect on Herbalife purchasing decisions in Ubud. Product variety had no significant effect on Herbalife purchasing decisions in Ubud. Price had a positive and significant effect on Herbalife purchasing decisions in Ubud. Product quality had a significant effect on purchasing decisions through price moderation. Product variety had a significant effect on purchasing decisions through price moderation.

Keywords

Product Quality; Product Variety; Price; Purchasing Decision; Wellness Industry; Herbalife.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Pika, P. A. T. P., Swari, N. K. I., & Subawa , N. S. (2026). Product Quality and Variety as Determinants of Purchase Decisions: The Moderating Role of Price in Herbalife Market, Ubud Indonesia. Amkop Management Accounting Review (AMAR), 6(1), 982–1001. https://doi.org/10.37531/amar.v6i1.3480
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