PENGARUH KUALITAS PRODUK, PERIKLANAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG PADA PRODUK KOSMETIK PIXY (Studi di Wilayah Larangan Ciledug)

ALSABILA, ANGGUN (2021) PENGARUH KUALITAS PRODUK, PERIKLANAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG PADA PRODUK KOSMETIK PIXY (Studi di Wilayah Larangan Ciledug). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Pixy is a cosmetic brand produced by PT Mandom Indonesia Tbk which is part of the Mandom Corporation Japan. The purpose of this study was to determine the effect of product quality, advertising, and brand image on the repurchase intention of Pixy cosmetic products. This research is a quantitative research with a total sample of 200 respondents. This study uses data analysis techniques Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS). The sampling technique used is non-probability sampling with purposive sampling technique. By using a quantitative descriptive approach. The results of this study indicate that product quality has a positive and significant effect on repurchase interest, advertising has a positive and significant effect on repurchase interest, and brand image has a positive and significant effect on repurchasing interest in Pixy cosmetic products. Keywords: Product Quality, Advertising, Brand Image, Repurchase Interest Pixy merupakan merek kosmetik yang di produksi oleh PT Mandom Indonesia Tbk yang merupakan bagian dari Mandom Coorporation Japan. Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, periklanan, dan citra merek terhadap minat beli ulang produk kosmetik Pixy. Penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 200 responden. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS). Teknik sampling yang digunakan yaitu non probability sampling dengan teknik purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat beli ulang, periklanan berpengaruh positif dan signifikan terhadap minat beli ulang, dan citra merek berpengaruh positif dan signifikan terhadap minat beli ulang produk kosmetik Pixy. Kata Kunci : Kualitas Produk, Periklanan, Citra Merek, Minat Beli Ulang

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010284
Uncontrolled Keywords: Kualitas Produk, Periklanan, Citra Merek, Minat Beli Ulang
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: 25 Jul 2023 07:48
Last Modified: 25 Jul 2023 07:48
URI: http://repository.mercubuana.ac.id/id/eprint/79608

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