PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA

RAMADHAN, SYAHNAZ (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the influence of brand image, product quality and price perception on Emina's product purchase decisions. The subjects in this study were women who had bought Emina products. The sample used in this study were 190 respondents. The sample selection method uses a purposive sampling technique, namely taking the sample with certain considerations with fulfilled criteria. This study uses data processing techniques using Patrial Least Square (PLS). The results of this study indicate that Brand Image has a positive and significant effect on purchasing decisions. Product quality has a positive and significant effect on purchasing decisions. Price perception has a positive and significant effect on purchasing decisions. Keywords : Brand Image, Product Quality, Price Perception And Purchase Decisions. Penelitian ini untuk mengetahui dan menganalisa Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Keputusan Pembelian Produk Emina. Subjek dalam penelitian ini adalah wanita yang pernah membeli produk Emina. Sampel yang digunakan dalam penelitian ini sebanyak 190 responden. Metode pemilihan sampel menggunakan teknik purposive sampling, yaitu pengambilan sampelnya dengan pertimbangan yang tertentu dengan kriteria yang dipenuhi. Penelitian ini menggunakan teknik pengolahan data menggunakan Patrial Least Square (PLS). Hasil penelitian ini menunjukan bahwa Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Persepsi Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Citra Merek, Kualitas Produk, Persepsi Harga dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 309
NIM/NIDN Creators: 43118010233
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Persepsi Harga dan 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 02:40
Last Modified: 06 Dec 2022 02:40
URI: http://repository.mercubuana.ac.id/id/eprint/72204

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