ANALISIS PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEMBALI PRODUK WARDAH (Studi Mahasiswi di Jakarta Selatan)

OKTAVIANA, JAMIATUN (2022) ANALISIS PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KEMBALI PRODUK WARDAH (Studi Mahasiswi di Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study ains to examine and analyze the effect of price perception, brand image, and product quality on the product repurchase decisions. This research data is primary data obtained from processing questionnaire data filled out by respondent who are product Wardah who have already bought this product. This study uses quantitative methods with causality hypothesis. The number of samples used in this study were 140 respondents and analytical technique used in this study is Patrial Least Square (PLS) analysis. The findings in previous studies show that price perception, brand image, and product quality also has a significant on the product repurchase decisions. Keywords : Price Perception, Brand Image, and Product Quality, Repurchase Decisions Penelitian ini bertujuan untuk mengkaji dan menganalisis pengaruh dari persepsi harga, citra merek, dan kualitas produk terhadap keputusan pembelian kembali pada produk Wardah. Data penelitian ini merupakan data primer yang didapat dari pengolahan data kuisioner yang diisi oleh para responden yang merupakan pengguna produk Wardah yang sudah pernah membeli produk ini. Penelitian ini menggunakan metode kuantitatif dengan hipotesis kasualitas. Jumlah sampel yang digunakan dalam penelitian ini yaitu sebanyak 140 responden dan teknik analisis yang digunakan dalam penelitian ini yaiu analisis Patrial Least Square (PLS). Hasil temuan pada penelitian terdahulu menunjukkan bahwa persepsi harga, citra merek, dan kualitas produk mempunyai pengaruh signifikan terhadap keputusan pembelian kembali. Kata Kunci : Persepsi Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian Kembali.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 275
Call Number: SE/31/22/160
NIM/NIDN Creators: 43118010198
Uncontrolled Keywords: Persepsi Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian Kembali.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
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 > 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: 28 Nov 2022 04:17
Last Modified: 28 Nov 2022 04:17
URI: http://repository.mercubuana.ac.id/id/eprint/72018

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