ISMAWATI, PUTRI INDAH (2023) PENGARUH KUALITAS, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING SECARA ONLINE DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze the influence of quality, price, and promotion on the online purchasing decisions of Scarlett Whitening products in Jakarta. The population of this study consists of consumers who have purchased Scarlett Whitening products online more than once in Jakarta. The sample size used is 185 respondents, calculated based on Hair's theory. The data collection method employs a survey using a questionnaire as the research instrument. The data analysis method utilizes Partial Least Squares.The results of all hypothesis tests indicate that one variable has a positive and significant impact on purchasing decisions, while two hypotheses show no positive and significant impact on purchasing decisions. Specifically, the hypotheses related to price and quality do not have a positive and significant impact on purchasing decisions. Simultaneously, the model accounts for 35.2% of the variance in purchasing decisions. In conclusion, the research model can explain 35.2% of purchasing decisions, while the remaining 64.8% is attributed to other variables not investigated in this study. Keywords: Quality, Price, Promotion, Purchasing Decision. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas, harga, dan promosi terhadap keputusan pembelian produk Scarlett Whitening secara online di Jakarta. Populasi dalam penelitian ini adalah konsumen yang berbelanja produk Scarlett Whitening secara online lebih dari 1 (satu) kali di Jakarta. Sampel yang dipergunakan adalah sebanyak 185 responden. Dihitung berdasarkan teori Hair. Metode pengumpulan data menggunakan metode survey, dengan isntrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Last Square. Hasil seluruh pengujian hipotesis bahwa satu variabel uji hipotesis berpengaruh positif dan signifikan terhadap keputusan pembelian dan dua hipotesis tidak berpengaruh positif dan signifikan terhadap keputusan pembelian, hipotesis harga dan kualitas terhadap keputusan pembelian tidak berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara stimultan mempunyai R² keputusan pembelian sebesar 35.2%. Kesimpulannya bahwa model penelitian mampu menjelaskan 35.2% untuk keputusan pembelian sedangkan sisanya sebesar 64.8% dijelaskan oleh variabel lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Kualitas, Harga, Promosi, Keputusan Pembelian
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