IRAWAN, MUHAMMAD RAFLY (2026) PENGARUH KUALITAS PRODUK, HARGA DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK PARFUM MYKONOS (Studi pada Konsumen Mykonos). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
COVER.pdf Download (551kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB 1.pdf Restricted to Registered users only Download (354kB) |
|
|
Text (BAB II)
BAB 2.pdf Restricted to Registered users only Download (193kB) |
|
|
Text (BAB III)
BAB 3.pdf Restricted to Registered users only Download (289kB) |
|
|
Text (BAB IV)
BAB 4.pdf Restricted to Registered users only Download (431kB) |
|
|
Text (BAB V)
BAB 5.pdf Restricted to Registered users only Download (130kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (256kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Registered users only Download (287kB) |
Abstract
Consumer decisions to purchase a product are largely shaped by three key aspects: product quality, price, also the involvement of influencers. This explanatory study aims to determine how far these three aspects affect purchasing decisions for Mykonos perfume products in the DKI Jakarta area. The study focuses on Mykonos perfume users as its subjects, using a purposive sampling technique combined with a quantitative descriptive approach. A total of 151 respondents took part, with data gathered through Likert-scale questionnaires and analyzed using the Structural Equation Modeling Partial Least Squares (SEM-PLS) method. The results confirm product quality, price, and influencer presence each exert a significant positive influence on purchasing decisions, both jointly also individually. Among the three, the influencer factor emerged as the most dominant. An R-Square value of 0.734 shows 73.4% of the variation in purchasing decisions can be explained by these three variables, the remaining 26.6% stems from factors outside this model. These results suggest that better product quality, more appropriate pricing, and greater credibility and appeal of the influencers involved all contribute to stronger consumer purchasing decisions. Accordingly, companies are advised to maintain product quality, set competitive prices, also select credible influencers aligned with their target market in order to boost purchasing decisions and strengthen competitiveness in the local perfume industry. Keywords: Product Quality, Price and Influencers, Purchasing Decision. Keputusan konsumen dalam membeli sebuah banyak terpengaruhi tiga aspek utama, yaitu kualitas produk, harga, dan peran influencer. Riset ini bersifat eksplanatori dan bertujuan mengungkap seberapa jauh ke-3 aspek ini menyalurkan pengaruh pada keputusan pembelian pada produk parfum Mykonos di wilayah DKI Jakarta. Objek penelitian adalah para pengguna parfum Mykonos, dengan teknik perolehan sampel purposive sampling melewati pendekatan kuantitatif deskriptif. Total responden yang terlibat berjumlah 151 orang, dengan data dihimpun melewati angket berskala Likert serta dianalisa melewati Structural Equation Modeling Partial Least Squares (SEM-PLS). Temuan studi mengonfirmasi ketiga variabel tersebut menyalurkan pengaruh positif nyata pada keputusan pembelian, baik secara simultan maupun parsial. Di antara ketiganya, influencer tercatat sebagai faktor dengan pengaruh paling besar. Nilai R-Square 0,734 mengindikasikan 73,4% variasi dalam keputusan pembelian bisa diterangkan ketiga variabel tersebut, 26,6% lainnya terpengaruhi aspek-aspek pada luar model ini. Implikasinya, semakin baik kualitas produk, kian pas harga yang ditetapkan, serta kian kredibel serta menarik sosok influencer yang digandeng, kian tinggi dorongan pelanggan guna membeli. Berdasarkan temuan ini, disarankan agar perusahaan tetap menjaga kualitas produknya, menerapkan harga yang bersaing, serta menggandeng influencer yang kredibel serta relevan target pasar guna mendorong keputusan pembelian sekaligus memperkuat posisi produk di industri parfum lokal. Kata Kunci: Kualitas Produk, Harga dan Influencer, Keputusan Pembelian
Actions (login required)
 |
View Item |
