PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH

OKTARIA, SALSA SYAHNAS (2023) PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of the relationship between price, promotion and product quality on purchasing decisions. The population in this study were consumers of Wardah cosmetics. The sample taken was 120 respondents using the Purposive Sampling method. This research method was carried out using path analysis using Partial Least Square (Smart-PLS) software version 3. The data collection method used a questionnaire distribution method on Google Form which was distributed via social media. The results of this research show that price has a positive and significant effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions and product quality has a positive and significant effect on purchasing decisions for Wardah cosmetics. Keywords: Price, Promotion, Product Quality, Purchase Decision. Penelitian ini bertujuan untuk mengetahui pengaruh hubungan Harga, Promosi dan Kualitas Produk terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen pada kosmetik wardah. Sampel yang diambil sebanyak 120 responden dengan metode Purposive Sampling. Metode Penelitian ini dilakukan dengan analisis jalur dengan memakai software Partial Least Square (Smart-PLS) versi 3. Metode pengumpulan data menggunakan metode penyebaran kuesioner pada google form yang di sebarkan melalui sosial media. Hasil penelitian ini bahwa Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian , Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada kosmetik Wardah. Kata Kunci: Harga, Promosi, Kualitas Produk, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 410
Call Number:	SE/31/23/454
NIM/NIDN Creators:	43119010112
Uncontrolled Keywords:	Harga, Promosi, Kualitas Produk, 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 > 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 > 658.7 Management of Supplies/Manajemen Persediaan 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 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	16 Nov 2023 06:10
Last Modified:	16 Nov 2023 06:10
URI:	http://repository.mercubuana.ac.id/id/eprint/84194

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