PENGARUH WORD OF MOUTH, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SABUN MANDI LIFEBUOY

ARDINA, SHIVA (2025) PENGARUH WORD OF MOUTH, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SABUN MANDI LIFEBUOY. S1 thesis, Universitas Mercu Buana Jakarta.

Preview	Text (HAL COVER) 01 COVER.pdf Download (550kB) | Preview
	Text (BAB I) 02 BAB 1.pdf Restricted to Registered users only Download (442kB)
	Text (BAB II) 03 BAB 2.pdf Restricted to Registered users only Download (418kB)
	Text (BAB III) 04 BAB 3.pdf Restricted to Registered users only Download (325kB)
	Text (BAB IV) 05 BAB 4.pdf Restricted to Registered users only Download (508kB)
	Text (BAB V) 06 BAB 5.pdf Restricted to Registered users only Download (278kB)
	Text (DAFTAR PUSTAKA) 07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (105kB)
	Text (LAMPIRAN) 08 LAMPIRAN.pdf Restricted to Registered users only Download (413kB)

Abstract

The author conducted an analysis of the extent to which Word of Mouth, Brand Image, and Price influence Lifebuoy Bath Soap Purchasing Decisions. This research was conducted using a quantitative approach, where data was collected through online questionnaires using Google Forms. The population studied included consumers in the West Jakarta area who had used Lifebuoy bath soap. The sample was determined using a purposive sampling technique, with 110 respondents. The data obtained were analyzed using SmartPLS software version 4.0 with a Partial Least Square approach. Based on the results of the analysis, Word of Mouth, Brand Image, and Price have a positive and significant effect on Lifebuoy bath soap purchasing decisions. Keywords: Word of Mouth, Brand Image, Price, Purchase Decision, Lifebuoy Penulis melakukan analisis terhadap sejauh mana pengaruh Word of Mouth, Citra Merek dan Harga dalam memengaruhi Keputusan Pembelian Sabun Mandi Lifebuoy. Penelitian ini dilaksanakan dengan pendekatan kuantitatif, di mana data dikumpulkan melalui penyebaran kuesioner secara daring menggunakan Google Form. Populasi yang diteliti mencakup konsumen di wilayah Jakarta Barat yang pernah menggunakan sabun mandi Lifebuoy. Sampel ditentukan menggunakan teknik purposive sampling, dengan jumlah responden sebanyak 110 orang. Data yang diperoleh dianalisis menggunakan software SmartPLS versi 4.0 dengan pendekatan Partial Least Square. Berdasarkan hasil analisis, bahwa Word of Mouth, Citra Merek dan Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian sabun mandi Lifebuoy. Kata kunci: Word of Mouth, Citra Merek, Harga, Keputusan Pembelian, Lifebuoy

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010019
Uncontrolled Keywords:	Word of Mouth, Citra Merek, Harga, Keputusan Pembelian, Lifebuoy
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	18 Dec 2025 06:52
Last Modified:	18 Dec 2025 06:52
URI:	http://repository.mercubuana.ac.id/id/eprint/100423

Actions (login required)

View Item