PENGARUH CITRA MEREK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH EXCLUSIVE MATTE LIPCREAM (Studi Kasus di Dasana Indah Karawaci Tangerang)

ANDRIANI, SINDY (2019) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH EXCLUSIVE MATTE LIPCREAM (Studi Kasus di Dasana Indah Karawaci Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek, Persepsi Harga, dan Word of Mouth terhadap keputusan pembelian untuk Lipstik Exclusive Matte Lipcream di Dasana Indah Karawaci Tangerang. Penelitian ini dilakukan terhadap 110 responden dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukan bahwa secara uji-t Citra Merek, Persepsi Harga dan Word of Mouth berpengaruh signifikan dan positif terhadap Keputusan Pembelian Lipstik Wardah Exclusive Matte Lipcream. Kata Kunci : Citra Merek, Persepsi Harga, Word of Mouth, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 537
NIM/NIDN Creators: 43115010085
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Word of Mouth, 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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 29 Nov 2021 14:15
Last Modified: 28 May 2022 02:17
URI: http://repository.mercubuana.ac.id/id/eprint/51056

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