PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH EXCLUSIVE MATTE LIP CREAM

YULIANTI, DEVI (2020) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH EXCLUSIVE MATTE LIP CREAM. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study reveals that there are four variables that aim to determine the effect of brand image, price and product quality on the decision to purchase Wardah Exclusive Matte Lip Cream products. Respondents in this study were people who had used Wardah Exclusive Matte Lip Cream products. This research was conducted on 180 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that the price test has no significant effect on Wardah Exclusive Matte Lip Cream product purchasing decisions. Brand Image and Product Quality have a significant effect on Wardah Exclusive Matte Lip Cream Product Purchase Decision for Wardah Exclusive Matte Lip Cream products. Keywords: Brand Image, Price, Product Quality, Consumer Satisfaction, Wardah Exclusive Matte Lip Cream Penelitian ini mengungkapkan ada empat varibel yang bertujuan untuk mengetahui pengaruh citra merek, harga dan kualitas produk terhadap keputusan pembelian produk Wardah Exclusive Matte Lip Cream. Responden pada penelitian ini adalah masyarakat yang sudah menggunakan produk Wardah Exclusive Matte Lip Cream. Penlitian ini dilakukan terhadap 180 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji Harga tidak berpengaruh siginifikan terhadap Keputusan Pembelian produk Wardah Exclusive Matte Lip Cream. Citra Merek dan Kualitas Produk berpengaruh signifikan terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lip Cream produk Wardah Exclusive Matte Lip Cream. Kata Kunci : Citra Merek, Harga, Kualitas Produk, Kepuasan Konsumen, Wardah Exclusive Matte Lip Cream.

Item Type: Thesis (S1-Sarjana)
NIM: 43115010293
Uncontrolled Keywords: Citra Merek, Harga, Kualitas Produk, Kepuasan Konsumen, Wardah Exclusive Matte Lip Cream.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Nov 2020 05:39
Last Modified: 03 Nov 2020 05:39
URI: http://repository.mercubuana.ac.id/id/eprint/57945

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