ANALISIS PENGARUH MOTIVASI, CITRA MEREK, PERSEPSI HARGA, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN PARFUM ORIGINAL (STUDI KASUS PADA MAHASISWA SARJANA KAMPUS MERUYA, UNIVERSITAS MERCU BUANA)

WIJANARKO, BRIAN (2019) ANALISIS PENGARUH MOTIVASI, CITRA MEREK, PERSEPSI HARGA, DAN KELOMPOK REFERENSI TERHADAP KEPUTUSAN PEMBELIAN PARFUM ORIGINAL (STUDI KASUS PADA MAHASISWA SARJANA KAMPUS MERUYA, UNIVERSITAS MERCU BUANA). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Perfume has become one of life style products that could support appealing and increasing self-confidence. All parties really need such a perfume in such activities outside the home, including students. Students often feel the urges on buying perfume at high prices with irrational concern to fulfill their social environment desires and look perfect also following the trends. This research purpose to determine the influences of motivation, brand image, price, and groups reference on the decision to buy the original perfume on Students at Mercu Buana University, Meruya. The Samples were taken is 244 people with simply random sampling technique from population of students at Mercu Buana University, Meruya. This research are bases on the Structural Equation Model (SEM) analysis method with the Linear Structural Relationship (Lisrel) version 8.80. The results showed that motivation has positive and significant influence toward the purchasing decisions for original perfume, while brand image has a positive but has not being significant one. While the price perception and reference group variables have negative and not significant influences on the purchase decision for the original perfume. Keywords: Motivation, Brand Image, Price Perception, Reference Group, Purchasing Decision, Perfume Parfum telah menjadi salah satu produk life style yang dapat menunjang penampilan serta dapat meningkatkan kepercayaan diri. Seluruh kalangan sangat membutuhkan parfum dalam berkegiatan diluar rumah, termasuk mahasiswa. Mahasiswa seringkali merasa perlu untuk membeli parfum dengan harga yang mahal dan tidak rasional pertimbangannya untuk memenuhi keinginannya dilingkungan sosialnya untuk tampil sempurna serta demi mengikuti perkembangan trend yang ada. Penelitian ini bertujuan untuk mengetahui pengaruh motivasi, citra merek, persepsi harga, dan kelompok referensi terhadap keputusan pembelian parfum original pada Mahasiswa Sarjana Kampus Meruya Universitas Mercu Buana. Sampel yang diambil sebanyak 244 orang dengan teknik simple random sampling dari populasi Mahasiswa Sarjana Kampus Meruya Universitas Mercu Buana. Penelitian ini menggunakan metode analisis Structural Equation Model (SEM) dengan alat bantu Linear Structural Relationship (Lisrel) versi 8.80. Hasil penelitian menunjukkan bahwa motivasi berpengaruh positif dan signifikan terhadap keputusan pembelian parfum original, sedangkan citra merek berpengaruh positif namun tidak signifikan. Lalu variabel persepsi harga dan kelompok referensi berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian parfum original. Kata Kunci : Motivasi, Citra Merek, Persepsi Harga, Kelompok Referensi, Keputusan Pembelian, Parfum

Item Type: Thesis (S2)
Call Number CD: CD/551. 20 096
NIM/NIDN Creators: 55116110228
Uncontrolled Keywords: Motivasi, Citra Merek, Persepsi Harga, Kelompok Referensi, Keputusan Pembelian, Parfum
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 > 658.3 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: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Apr 2022 04:42
Last Modified: 25 Apr 2022 04:42
URI: http://repository.mercubuana.ac.id/id/eprint/58971

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