SITORUS, CHRISTINA (2019) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK LIPSTIK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01. COVER.pdf Download (84kB) | Preview |
|
|
Text (ABSTRAK)
04. ABSTRAK.pdf Download (88kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
02. SURAT PERNYATAAN KARYA SENDIRI.pdf Download (112kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
03. LEMBAR PENGESAHAN SKRIPSI.pdf Download (116kB) | Preview |
|
|
Text (KATA PENGANTAR)
05. KATA PENGANTAR.pdf Download (92kB) | Preview |
|
|
Text (DAFTAR ISI)
06. DAFTAR ISI.pdf Download (167kB) | Preview |
|
|
Text (DAFTAR TABEL)
07. DAFTAR TABEL.pdf Download (205kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
08. DAFTAR GAMBAR.pdf Download (177kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
09.DAFTAR LAMPIRAN.pdf Download (126kB) | Preview |
|
![]() |
Text (BAB I)
10. BAB 1.pdf Restricted to Registered users only Download (106kB) |
|
![]() |
Text (BAB II)
11. BAB 2.pdf Restricted to Registered users only Download (244kB) |
|
![]() |
Text (BAB III)
12. BAB 3.pdf Restricted to Registered users only Download (173kB) |
|
![]() |
Text (BAB IV)
13. BAB 4.pdf Restricted to Registered users only Download (385kB) |
|
![]() |
Text (BAB V)
14. BAB 5.pdf Restricted to Registered users only Download (133kB) |
|
![]() |
Text (DAFTAR PUSTAKA)
15. DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (96kB) |
|
![]() |
Text (LAMPIRAN)
16. LAMPIRAN.pdf Restricted to Registered users only Download (365kB) |
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
Actions (login required)
![]() |
View Item |