PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi Kasus Pada Wilayah Cipadu Jaya)

DEVI, SHINTA (2018) PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi Kasus Pada Wilayah Cipadu Jaya). S1 thesis, Universitas Mercu Buana.

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Abstract

Beauty is a basic capital for modern women who always want to show themselves in sociality. This is because women want to look beautiful, and one way to look beautiful and attractive is to polish facial skin using cosmetics. Wardah is one of the cosmetic products with a halal image attached to each product. This brand image is strived for by various marketing strategies and pricing that is comparable to the quality of the product provided. The purpose of this research is to test empirically from several variables that influence Purchase Decisions. There are three variables: Brand Image, Price and Purchase Decision. This study used 100 respondents in Cipadu Jaya Region who were taken by purposive sampling method. The analytical tool used is multiple linear regression. Based on the data analysis performed, it was concluded that the results of this study showed simultaneously all variables, namely Brand Image and Price, which had a positive and significant effect on Purchase Decisions. The higher the image of the Wardah Cosmetics brand, the greater the consumer's desire to purchase Wardah products and the price is one of the most important attributes evaluated by consumers in making purchasing decisions. Keyword: Brand Image, Price, and Purchase Decision Kecantikan merupakan modal dasar bagi wanita modern yang senantiasa ingin menunjukkan dirinya dalam sosialitas. Hal tersebut dikarenakan wanita ingin tampil cantik, dan salah satu cara agar bisa tampil cantik dan juga menarik adalah dengan cara memoles kulit wajah dengan menggunakan kosmetik. Wardah merupakan salah satu produk kosmetik dengan citra halal yang melekat pada setiap produknya, Citra merek ini diupayakan dengan adanya berbagai strategi pemasaran dan penentuan harga yang sebanding dengan kualitas produk yang diberikan . Tujuan dari penelitian ini adalah untuk menguji secara empiris dari beberapa variabel yang mempengaruhi Keputusan Pembelian. Ada tiga variabel yaitu Citra Merek, Harga dan Keputusan Pembelian. Penelitian ini menggunakan 100 responden di Wilayah Cipadu Jaya yang diambil dengan metode purposive sampling. Alat analisis yang digunakan adalah regresi linier berganda. Berdasarkan analisa data yang dilakukan, diperoleh kesimpulan bahwa hasil penelitian ini menunjukkan secara serempak semua variabel yaitu Citra Merek dan Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Semakin tinggi citra merek yang dimiliki Kosmetik Wardah maka semakin besar keinginan konsumen melakukan pembelian pada produk Wardah dan harga merupakan salah satu atribut yang paling penting yang dievaluasi oleh konsumen dalam pengambilan keputusan pembelian. Kata Kunci: Citra Merek, Harga dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 401
NIM/NIDN Creators: 43114010236
Uncontrolled Keywords: Citra Merek, Harga dan Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 03 Dec 2018 02:46
Last Modified: 08 Jan 2019 07:43
URI: http://repository.mercubuana.ac.id/id/eprint/45815

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