ANALISA PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH (Studi Kasus Di Cengkareng Jakarta Barat)

DAMAIYANTI, NOVITA (2021) ANALISA PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH (Studi Kasus Di Cengkareng Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, brand image and advertising on purchasing decisions of Wardah cosmetic products. The object of this research is the people in Cengkareng, West Jakarta who use Wardah cosmetic products. This research was conducted on 265 respondents using a quantitative descriptive approach. Determination of sample size using purposive sampling technique. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. This study proves that product quality has a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Advertising has a positive and significant effect on purchasing decisions. Keywords: Product Quality, Brand Image, Advertising and Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek dan periklanan terhadap keputusan pembelian produk kosmetik Wardah. Objek penelitian ini adalah masyarakat di Cengkareng Jakarta Barat yang menggunakan produk kosmetik Wardah. Penelitian ini dilakukan terhadap 265 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sampel menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini membuktikan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Periklanan berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Kualitas Produk, Citra Merek, Periklanan dan Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010066
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Periklanan dan Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: CALVIN PRASETYO
Date Deposited: 05 Aug 2023 06:21
Last Modified: 05 Aug 2023 06:21
URI: http://repository.mercubuana.ac.id/id/eprint/79989

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