PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING (Studi Kasus Mahasiswa S1 Universitas Mercu Buana Jakarta)

MARDIANTI, ITOH (2022) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING (Studi Kasus Mahasiswa S1 Universitas Mercu Buana Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this research is to determine the effect of Product Quality, Price and Promotion on the Purchase Decisions of Mercu Buana University Undergraduate Students on Skincare Scarlett whitening products. This is a quantitative type of research using primary data. The sampling technique used in this research is non-probability sampling with a purposive sampling method. Data collection techniques in this study used a questionnaire distributed to 96 respondents. The data analysis technique used is descriptive test, classic assumption test, multiple linear regression analysis, and t test with IBM SPSS 26 Software for Windows. The results of the hypothesis analysis indicate that Product Quality, Price and Promotion individually have a significant effect on Purchase Decisions. The most dominant influence in this research is Product Quality. Keywords: Product Quality, Price, Promotion, Purchase Decision. Tujuan melakukan penelitian ini untuk mengetahui pengaruh Kualitas Produk Harga dan Promosi terhadap Keputusan Pembelian Mahasiswa Universitas Mercu Buana terhadap produk Skincare Scarlett Whitening. Penelitian ini merupakan jenis kuantitatif yang menggunakan data primer. Teknik sampling yang digunakan pada penelitian ini adalah non-probability 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 analisis hipotesis menunjukkan bahwa Kualitas Produk Harga dan Promosi secara individual berpengaruh signifikan terhadap Keputusan Pembelian. Pengaruh yang paling dominan dalam penelitian ini adalah Kualitas Produk. Kata kunci : Kualitas Produk, Harga, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 219
Call Number: SE/31/22/124
NIM/NIDN Creators: 43118010269
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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 04:24
Last Modified: 17 Nov 2022 04:24
URI: http://repository.mercubuana.ac.id/id/eprint/71684

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