PENGARUH CITRA MEREK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA PASTA GIGI PEPSODENT

FADLILA, NALA HUSNA (2025) PENGARUH CITRA MEREK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA PASTA GIGI PEPSODENT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to analyze the extent to which brand image, price, and advertising influence purchasing decisions for Pepsodent toothpaste. This study was conducted using a quantitative approach, where data were collected through an online questionnaire using Google Forms. The population studied included consumers in the West Jakarta area who had used Pepsodent toothpaste. The sample was determined using a purposive sampling technique, with 125 respondents. The data obtained were analyzed using SmartPLS software version 4.0 with a Partial Least Square approach. Based on the analysis, brand image, price, and advertising have a positive and significant effect on purchasing decisions for Pepsodent toothpaste. Keywords: brand Image, price, advertising, purchasing decisions, Pepsodent toothpaste, PLS Tujuan penelitian ini adalah menganalisis sejauh mana pengaruh citra merek, harga dan iklan dalam memengaruhi keputusan pembelian pasta gigi Pepsodent. 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 pasta gigi Pepsodent. Sampel ditentukan menggunakan teknik purposive sampling, dengan jumlah responden sebanyak 125 orang. Data yang diperoleh dianalisis menggunakan software SmartPLS versi 4.0 dengan pendekatan Partial Least Square. Berdasarkan hasil analisis, bahwa citra merek, harga dan iklan berpengaruh positif dan signifikan terhadap keputusan pembelian pasta gigi Pepsodent. Kata kunci : citra merek, harga, iklan, keputusan pembelian, pasta gigi Pepsodent, PLS.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43121010020
Uncontrolled Keywords:	citra merek, harga, iklan, keputusan pembelian, pasta gigi Pepsodent, PLS.
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 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 700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	23 Dec 2025 07:10
Last Modified:	23 Dec 2025 07:10
URI:	http://repository.mercubuana.ac.id/id/eprint/100440

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