PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BEDAK MAKE OVER DI JAKARTA BARAT

FADILLAH, NURAINI (2022) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BEDAK MAKE OVER DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to determine the effect of Brand Image, Price, and Product Quality on Purchase Decisions (Studies on the purchase of Make-over Cosmetics in the West Jakarta area). The subjects in this study are buyers who want to buy Make Over products. The sample used in this study were 140 respondents. The sampling technique used was convenience sampling. By using a quantitative descriptive approach. Analysis of the data used is statistical analysis in the form of SEM-PLS. The results of this study indicate that Brand Image has a significant positive effect on Purchase Decisions, Price has no significant negative effect on Purchase Decisions, and Product Quality has a significant positive effect on Purchase Decisions. Keywords: Brand Image, Price, Product Quality, Purchase Decision Penelitian ini untuk mengetahui pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Make Over di Jakarta Barat. Subjek pada penelitian ini adalah pembeli yang ingin membeli produk Make Over. Sampel yang digunakan dalam penelitian ini adalah sebanyak 140 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif signifikan terhadap Keputusan Pembelian, Harga tidak berpengaruh dan tidak signifikan terhadap Keputusan Pembelian, dan Kualitas Produk berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 307
NIM/NIDN Creators: 43118110275
Uncontrolled Keywords: Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian
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
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 06 Dec 2022 02:23
Last Modified: 06 Dec 2022 02:23
URI: http://repository.mercubuana.ac.id/id/eprint/72202

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