UTAMI, MEGA TRI (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW DI JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of brand image, product quality, and price on purchasing decisions for MS Glow products in Jakarta Barat. This study uses a causality research design with a quantitative approach. The population in this study is people who live in Jakarta barat. The sampling technique used in this research is purposive sampling technique and the number of consumers who are the samples in this study are 160 respondents. Methods of data collection using a survey, with a questionnaire research instrument. Data analysis method using Partial Least Square (SmartPLS) 4.0. This research proves that Brand Image has a positive and significant effect on Purchasing Decisions. Product Quality has a positive and significant effect on Purchasing Decisions. Price has a positive and significant effect on Purchasing Decisions. Keywords: Brand Image, Product Quality, Price, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian produk MS Glow di Jakarta Barat. Penelitian ini menggunakan desain penelitian kausalitas dengan pendekatan kuantitatif. Populasi dalam penelitian ini adalah masyarakat yang berdomisili di Jakarta Barat. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu teknik purposive sampling serta jumlah konsumen yang menjadi sampel dalam penelitian ini adalah 160 responden. Metode pengumpulan data menggunakan survey, dengan instrument penelitian kuesioner. Metode analisis data menggunakan Partial Least Square (Smart-PLS) versi 4.0. Penelitian ini membuktikan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci :Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian.
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