PENGARUH PRESEPSI HARGA, ELECTRONIC WORD OF MOUTH (e-WOM) DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW (Studi Kasus Pada Pelanggan MS Glow Aesthetic Clinic Bintaro Tangerang)

RISMAWATI, RIZKY (2022) PENGARUH PRESEPSI HARGA, ELECTRONIC WORD OF MOUTH (e-WOM) DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW (Studi Kasus Pada Pelanggan MS Glow Aesthetic Clinic Bintaro Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the effect of Price Perception, Electronic Word of Mouth (e-WOM) and Brand Image on the Purchase Decision of MS Glow skincare. The subjects of this study were MS Glow skincare users at the Bintaro Aesthetic Clinic. This research is a quantitative type that uses primary data. The sample used in thisstudy were 96 respondents. The sampling technique used in this research is non-probability sampling with purposive sampling method. Data collection techniques in this study used a questionnaire distributed to 96 respondents. The data analysis technique used is descriptive test, classical assumption test, multiple linearregression analysis, and t test with the help of IBM SPSS 26 Software for Windows. The results showed that price perception, Electronic Word of Mouth (e-WOM) and Brand Image individually had a significant effect on purchasing decisions. Keywords: Price Preception, Electronic Word of Mouth, Brand Image,Purchase Decision Penelitian ini bertujuan untuk menganalisi pengaruh Persepsi Harga, Electronic Word of Mouth (e-WOM) dan Brand Image terhadap Keputusan Pembelian skincare MS Glow. Subjek penelitian ini adalah pengguna skincare MS Glow di clinic Aesthetic Bintaro. Penelitian ini merupakan jenis kuantitif yang mengggunakan data primer. Sampel yang digunakan dalam penelitian ini adalah 96 responden. Teknik sampling yang digunakan pada penelitian ini adalah nonprobability sampling dengan metode purposive sampling. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebarkan kepada 96 responden. Teknik analisis data yang digunakan adalah uji deskriptif, uji asumsi klasik, analisis regresi linear berganda, dan uji t dengan bantuan Software IBM SPSS 26 for windows. Hasil penelitian menunjukan bahwa Persepsi Harga, Electronic Word of Mouth (e-WOM) dan Brand Image secara individual berpengaruh signifikan terhadap Keputusan Pembelian. Kata Kunci: Presepsi Harga, Electronic Word of Mouth , Brand Image, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 218
Call Number: SE/31/22/125
NIM/NIDN Creators: 43118010293
Uncontrolled Keywords: Presepsi Harga, Electronic Word of Mouth , Brand Image, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 17 Nov 2022 03:10
Last Modified: 03 Mar 2023 01:35
URI: http://repository.mercubuana.ac.id/id/eprint/71663

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