SALSABILA, ANISSA (2023) PENGARUH ATRIBUT PRODUK, CITRA MEREK, DAN DAYA TARIK IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH EXCLUSIVE MATTE LIPCREAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the influence of Product Attributes, Brand Image, and Advertising Appeal on the purchasing decision of Wardah Exclusive Matte Lipcream products. The population used in this study consists of consumers of Wardah Exclusive Matte Lipcream who have made a maximum of 1 purchase. The sample size for this study was 130 respondents, selected using purposive sampling technique. Descriptive Analysis and Partial Least Square (PLS) method through SmartPLS version 3.0 software were used in this study for data analysis. The results of this study indicate that Product Attributes have a positive and significant influence on the purchasing decision, Brand Image has a positive and significant influence on the purchasing decision, and Advertising Appeal has a positive and significant influence on the purchasing decision. Keywords: Product Attributes, Brand Image, Advertising Appeal, Purchasing Decision Penelitian ini bertujuan untuk mengetahui pengaruh Atribut Produk, Citra Merek, Dan Daya Tarik Iklan Terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lipcream. Populasi yang digunakan dalam penelitian ini adalah Konsumen Wardah Exclusive Matte Lipcream yang melakukan pembelian maksimal 1 kali. Penentuan sampel pada penelitian ini sebanyak 130 responden dengan menggunakan teknik sampel Purposive Sampling. Pada penelitian ini menggunakan metode Analisis Deskriptif (Descriptive Analysis) dan teknik PLS (Partial Least Square) melalui software analisis SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa Atribut Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan Daya Tarik Iklan berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Atribut Produk, Citra Merek, Daya Tarik Iklan, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 23 369 |
| Call Number: | SE/31/23/373 |
| NIM/NIDN Creators: | 43119010078 |
| Uncontrolled Keywords: | Atribut Produk, Citra Merek, Daya Tarik Iklan, Keputusan Pembelian |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 14 Nov 2023 03:19 |
| Last Modified: | 14 Nov 2023 03:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83181 |
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