PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN GETOK TULAR TERHADAP KEPUTUSAN PEMBELIAN AVOSKIN BEAUTY MIRACULOUS REFINING TONER DI WILAYAH DKI JAKARTA SELATAN

PRAMESTIE, NADYA (2022) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN GETOK TULAR TERHADAP KEPUTUSAN PEMBELIAN AVOSKIN BEAUTY MIRACULOUS REFINING TONER DI WILAYAH DKI JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The presence of foreign brand skincare products in Indonesia is a strong threat to the growth of local brand skincare products. This study aims to determine the effect of Product Quality, Price Perception, and Getok Tular on purchasing decisions for Avoskin Beauty Miraculous Refining Toner in South Jakarta. This research was conducted on 170 respondents using a quantitative descriptive approach. The data collection method used a survey method using a questionnaire. The data analysis used was statistical analysis in the form of SEM (Structural Equation Modeling) using the partial least squares (smart PLS) program. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions, price perceptions have a positive and significant effect on purchasing decisions, word of mouth has a positive and significant effect on purchasing decisions. Keywords: Product Quality, Price Perception, Word of mouth, Purchase Decision, Avoskin Beauty Miraculous Refining Toner Kehadiran produk skincare merek asing di Indonesia menjadi salah satu ancaman yang kuat terhadap pertumbuhan produk skincare merek lokal. Penelitian ini bertujuan untuk mengetahui pengaruh Kualitas Produk, Persepsi Harga, dan Getok Tular terhadap keputusan pembelian untuk Avoskin Beauty Miraculous Refining Toner di Jakarta Selatan. Penelitian ini dilakukan terhadap 170 responden dengan menggunakan pendekatan deskriptif kuantitatif. Metode pengumpulan data menggunakan metode survey dengan menggunakan kuesioner. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM (Structural Equation Modeling) menggunakan program partial least square (smart PLS). Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, getok tular berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Persepsi Harga, Getok Tular, Keputusan Pembelian, Avoskin Beauty Miraculous Refining Toner

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 419
Call Number: SE/31/23/040
NIM/NIDN Creators: 43118010416
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Getok Tular, Keputusan Pembelian, Avoskin Beauty Miraculous Refining Toner
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 > 658.6 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: 30 Jan 2023 06:06
Last Modified: 30 Jan 2023 06:06
URI: http://repository.mercubuana.ac.id/id/eprint/73846

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