PENGARUH KUALITAS PRODUK, HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MARINA HAND AND BODY LOTION

SALSABILA, PUTI (2021) PENGARUH KUALITAS PRODUK, HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MARINA HAND AND BODY LOTION. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Product Quality, Price and Advertisement towards the Purchase Decision Marina Hand and Body Lotion. The subjects in this study were consumer who knows Marina Hand and Body Lotion product. The sample used in this study was 115 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Product Quality has a significant & positive effect on Purchase Decision. Price has a significant & positive effect on Purchase Decision and Advertisement has a significant &positive effect on Purchase Decision. Keywords: Product Quality, Price, Advertisement, Purchase Decision, Marina, Hand, And, Body, Lotion Penelitian ini untuk mengetahui pengaruh Kualitas Produk, Harga, dan Iklan terhadap Keputusan Pembelian Pada Produk Marina Hand and Body Lotion. Subjek pada penelitian ini adalah konsumen yang mengetahui produk Marina Hand and Body Lotion. Sampel yang digunakan dalam penelitian ini adalah sebanyak 115 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Kualitas Produk berpengaruh positif siginifikan terhadap Keputusan Pembelian. Harga berpengaruh positif siginifikan terhadap Keputusan Pembelian dan Iklan berpengaruh positif siginifikan terhadap Keputusan Pembelian. Kata Kunci: Kualitas Produk, Harga, Iklan, Keputusan Pembelian, Produk, Marina, Hand, And, Body, Lotion

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010188
Uncontrolled Keywords: Kualitas Produk, Harga, Iklan, Keputusan Pembelian, Produk, Marina, Hand, And, Body, Lotion
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 > 658.6 Quality Management/Manajemen Kualitas
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 06:35
Last Modified: 05 Aug 2023 06:35
URI: http://repository.mercubuana.ac.id/id/eprint/79993

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