PENGARUH PROMOSI, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA PRODUK KOSMETIK MIRABELLA

SALAMAH, ALIN AGUSTIN (2023) PENGARUH PROMOSI, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA PRODUK KOSMETIK MIRABELLA. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Era saat ini sudah banyak perkembangan yang begitu cepat, perkembangan itu dari bidang tren apapun yang mengikuti kehidupan jaman semakin modern. Dalam hal ini akan membahas tentang tren kehidupan pada kaum wanita. Banyak merek kosmetik lokal yang sudah beredaran di Indonesia. Dikarena wanita di Indonesia menyadari bahwa kebutuhan kosmetik diperlukan. Penelitian ini bertujuan untuk menganalisis pengaruh promosi, kualitas produk, dan citra merek terhadap minat beli konsumen pada produk kosmetik Mirabella. Populasi dalam penelitian ini adalah konsumen yang mengetahui dan berminat membeli produk kosmetik Mirabella. Pengambilan sampel menggunakan teknik purposive sampling dengan rumus lemmeshow sehingga didapat responden berjumlah 100 orang. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa promosi memiliki pengaruh yang positif dan signifikan terhadap minat beli konsumen terhadap produk kosmetik Mirabella, kualitas produk memiliki pengaruh yang positif dan signifikan terhadap minat beli konsumen terhadap produk kosmetik Mirabella dan citra merek memiliki pengaruh yang positif dan signifikan terhadap minat beli konsumen terhadap produk kosmetik Mirabella. Kata Kunci: Promosi, Kualitas Produk, Citra Merek, Minat Beli, Mirabella. ABSTRACT In the current era, there are many developments that are very fast, these developments are in the field of any trend that follows life in an increasingly modern era. In this case we will discuss life trends among women. Many local cosmetic brands are already circulating in Indonesia. Because women in Indonesia realize that cosmetics are needed. This research aims to analyze the influence of promotion, product quality and brand image on consumer purchasing interest in Mirabella cosmetic products. The population in this study are consumers who know and are interested in buying Mirabella cosmetic products. Sampling used purposive sampling technique with the lemmeshow formula so that 100 respondents were obtained. The data analysis method uses Partial Least Square. This research proves that promotions have a positive and significant influence on consumer buying interest in Mirabella cosmetic products, product quality has a positive and significant influence on consumer buying interest in Mirabella cosmetic products and brand image has a positive and significant influence on consumer buying interest in Mirabella cosmetic products. Keywords: Promotion, Product Quality, Brand Image, Consumer Buying Interest, Mirabella.

Item Type: Thesis (S1)
Call Number CD: FE/MJ 23 040
NIM/NIDN Creators: 43119210113
Uncontrolled Keywords: Promosi, Kualitas Produk, Citra Merek, Minat Beli, Mirabella.
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 06:05
Last Modified: 27 Dec 2023 06:05
URI: http://repository.mercubuana.ac.id/id/eprint/84936

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