PENGARUH CITRA MEREK, HARGA PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SARI AYU MARTHA TILAAR

LARASATI, CHINDY (2020) PENGARUH CITRA MEREK, HARGA PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SARI AYU MARTHA TILAAR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research is to know the influence of brand image, product price and product quality to purchase intensions cosmetics Sari Ayu Martha Tilaar. Respondent in this study were customers cosmetics Sari Ayu Martha Tilaar in Shout Jakarta. This research was conducted on 100 respondents. Technique of taking data using non probability sampling with accidential sampling. Data analysis method used is multiple linear regression analysis, classical assumption test, F test, t test, coefficient of determination. The results of this study indicate that the brand image have a insignificant effect on purchase intensions cosmetics Sari Ayu Martha Tilaar, product price and product quality has significant effect on purchase intensions cosmetics Sari Ayu Martha Tilaar. Keywords: brand image, price, product quality and purchase intentions. Penelitian ini untuk mengetahui pengaruh citra merek, harga produk dan kualitas produk terhadap keputusan pembelian produk kosmetik Sari Ayu Martha Tilaar. Populasi penelitian ini adalah konsumen produk kosmetik Sari Ayu Martha Tilaar di DKI Jakarta Selatan. Penelitian ini dilakukan terhadap 100 responden. Teknik pengambilan data menggunakan metode non probability sampling dengan Accidential Sampling. Metode analisis yang digunakan adalah analisis regresi linier berganda, uji asumsi klasik, uji F, uji t, koefisien determinasi. Hasil penelitian ini menunjukkan bahwa citra merek tidak berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Sari Ayu Martha Tilaar, harga produk dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Sari Ayu Martha Tilaar. Kata kunci: citra merek, harga, kualitas produk dan keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 575
NIM: 43115010196
Uncontrolled Keywords: citra merek, harga, kualitas produk dan keputusan pembelian
Subjects: 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 > 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
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: 06 Jan 2020 04:52
Last Modified: 10 Jan 2020 02:51
URI: http://repository.mercubuana.ac.id/id/eprint/53262

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