PENGARUH KUALITAS PRODUK, HARGA DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING

NURJANNAH, SITI (2023) PENGARUH KUALITAS PRODUK, HARGA DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, price and customer reviews on the purchase decision of Scarlett Whitening. The population in this study are Scarlett Whitening users in West Jakarta. The sample used was 140 Scarlett Whitening users, calculated based on Joseph F Hair's theory. Sampling method using purposive sampling. Methods of data collection using library research methods, research documentation and questionnaires. The analytical method in this study is to use the Structural Equation Model (SEM) with SMART-PLS version 3.0. The results showed that (1) Product Quality has a positive and significant effect on Scarlett Whitening Purchasing Decisions, (2) Price has a positive and significant effect on Scarlett Whitening Purchasing Decisions, and (3) Customer Reviews have a positive and significant effect on Scarlett Whitening Purchasing Decisions. Keywords: Product Quality, Price, Customer Review, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga dan customer review terhadap keputusan pembelian Scarlett Whitening. Populasi dalam penelitian ini adalah pengguna Scarlett Whitening di Jakarta Barat. Sampel yang digunakan adalah sebanyak 140 pengguna Scarlett Whitening, dihitung berdasarkan teori Joseph F Hair. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode penelitian kepustakaan, penelitian dokumentasi dan kuesioner. Metode analisis dalam penelitian ini adalah menggunakan Structural Equation Model (SEM) dengan SMART-PLS versi 3.0. Hasil penelitian menunjukkan bahwa (1) Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian Scarlett Whitening, (2) Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Scarlett Whitening, dan (3) Customer Review berpengaruh positif dan signifikan terhadap Keputusan Pembelian Scarlett Whitening. Kata Kunci : Kualitas Produk, Harga, Customer Review, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 126
Call Number: SE/31/23/233
NIM/NIDN Creators: 43120120157
Uncontrolled Keywords: Kualitas Produk, Harga, Customer Review, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 08 Jul 2023 06:35
Last Modified: 08 Jul 2023 06:35
URI: http://repository.mercubuana.ac.id/id/eprint/78269

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