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

This research aims to identify the influence of product quality, price perception, and word of mouth on purchase decision for lipstick Wardah exclusive matte lipcream in Dasana Indah Karawaci Tangerang. This research was conducted on 110 respondents using a quantitative descriptive approach. Data analysis used statistical analysis in the form SEM-PLS. The results of the research show that t-test has shown that Brand Image, Price Perception, and Word of mouth was indeed having a significant and positive impact toward the purchase decision lipstick Wardah Exlusive Matte Lipcream. Keyword : Brand Image, Price Perception, Word of Mouth, Purchase Decision 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
Call Number: SE/31/19/136
NIM: 43115010085
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Word of Mouth, Keputusan Pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Dec 2019 02:46
Last Modified: 07 Jan 2020 06:26
URI: http://repository.mercubuana.ac.id/id/eprint/52494

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