PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH

SITORUS, CHRISTINA (2019) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effect of brand image, product quality, and price perception on purchasing decisions on Wardah lipstick products. The object of this research are visitors at West Jakarta Mall by taking 165 samples using quantitative-descriptive approach and the analysis used was Partial Least Square (PLS) analysis. The results of this research showed that product quality variables had a positive and significant effect on purchasing decisions. Price perception variables have a positive and significant effect on purchasing decisions. And brand image has a negatif and not significant effect on purchasing decisions. Keywords: brand image, product quality, price perception, purchasing decison Penelitian ini bertujuan untuk menganalisis pengaruh brand Image, kualitas produuk, dan persepsi harga terhadap keputusan pembelian pada produk lipstik Wardah. Objek penelitian ini dilakukan terhadap pengunjung di Mall Jakarta Barat dengan mengambil 165 sample menggunakan deskriptif kuantitatif dan analis yang digunakan adalah analisis Partial Least Square (PLS). Hasil penelitian menunjukan bahwa variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Dan Brand Image berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian. Kata kunci : Brand Image, Kulitas Produk, Persepsi Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 385
Call Number: SE/31/19/146
NIM: 43114120363
Uncontrolled Keywords: Brand Image, Kulitas Produk, Persepsi Harga, 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Dec 2019 01:59
Last Modified: 06 Jan 2020 07:26
URI: http://repository.mercubuana.ac.id/id/eprint/52521

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