PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK REVLON (Studi Pada Konsumen Lipstik Revlon di Jakarta)

LARASATI, AGUSTIN HAYUNING INDAH (2023) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK REVLON (Studi Pada Konsumen Lipstik Revlon di Jakarta). S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga dan citra merek terhadap keputusan pembelian lipstik Revlon. Populasi dalam penelitian ini adalah pengguna lipsti Revlon yang berdomisili di Jakarta. Pengambilan sampel menggunakan teknik convenience sampling yang didapat sebanyak 105 responden. Metode analisis data menggunakan Partial Least Square. Hasil penelitian ini menunjukan bahwa variabel kualitas produk, persepsi harga dan citra merek memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian lipstik Revlon. Kata Kunci : Kualitas Produk, Persepsi Harga, Citra Merek, Keputusan Pembelian. ABSTRACT This study aims to analyze the effect of product quality, price perception and brand image on the purchasing decision of Revlon lipstick. The population in this study were Revlon lipstick users who live in Jakarta. Sampling using convenience sampling technique obtained as many as 105 respondents. Data analysis method using Partial Least Square. The results of this study indicate that the variables of product quality, price perception and brand image have a positive and significant influence on the purchasing decision of Revlon lipstick. Keywords: Product Quality, Price Perception, Brand Image, Purchase Decision.

Item Type: Thesis (S1)
Call Number CD: FE/MJ 23 039
NIM/NIDN Creators: 43119210112
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Citra Merek, 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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: siti maisyaroh
Date Deposited: 27 Dec 2023 05:58
Last Modified: 27 Dec 2023 05:58
URI: http://repository.mercubuana.ac.id/id/eprint/84935

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