PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SARIAYU MARTHA TILAAR

YULIANI, VINA (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SARIAYU MARTHA TILAAR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of brand image, product quality and trust on consumer purchasing decisions for Sariayu Martha Tilaar cosmetic products. This type of research uses quantitative. The number of samples used in this study were 145 respondents who used Sariayu Martha Tilaar cosmetics in south Jakarta. The population in this study are consumers who use Sariayu Martha Tilaar cosmetic products. Data was collected through a questionnaire. This study uses SEM data analysis techniques and data processing using PLS. The results of this research show that Brand Image, Product Quality, and Trust have a positive and significant influence on purchasing decisions for Sariayu Martha Tilaar cosmetic products in DKI Jakarta. Keywords: Brand Image, Product Quality, Trust, Purchase Decision, Sariayu Martha Tilaar Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, kualitas produk dan kepercayaan terhadap keputusan pembelian konsumen produk kosmetik Sariayu Martha Tilaar. Jenis penelitian ini menggunakan kuantitatif. Jumlah sampel yang digunakan dalam penelitian ini adalah 145 responden pengguna kosmetik Sariayu Martha Tilaar di DKI Jakarta. Populasi dalam penelitian ini adalah konsumen yang menggunakan produk kosmetik Sariayu Martha Tilaar. Data dikumpulkan melalui kuisioner. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Hasil penelitian ini menunjukkan bahwa Cita Merk, Kualitas Produk, dan Kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik Sariayu Martha Tilaar di DKI Jakarta. Kata kunci : Citra Merek, Kualitas Produk, Kepercayaan, Keputusan Pembelian, Sariayu Martha Tilaar

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 299
Call Number: SE/31/23/413
NIM/NIDN Creators: 43119010254
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Kepercayaan, Keputusan Pembelian, Sariayu Martha Tilaar
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 > 658.2 Plant Management/Manajemen Pabrik
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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: khalimah
Date Deposited: 08 Nov 2023 04:12
Last Modified: 08 Nov 2023 04:12
URI: http://repository.mercubuana.ac.id/id/eprint/83804

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