PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY MIST THE BODY SHOP (Studi Empiris Pada Mahasiswa di Kawasan Tangerang)

SABITA, MELLIANI (2024) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY MIST THE BODY SHOP (Studi Empiris Pada Mahasiswa di Kawasan Tangerang). 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 on Body Mist The Body Shop products. The population in this study is University Students, in Tangerang. The sample used is 140 respondents. Sampling method using purposive sampling. Methods of data collection using a survey, with the research instrument is a questionnaire. Data analysis method using SPSS Version 26 software. The results of this study found that Brand Image, Product Quality and Price had an effect on Purchasing Decisions for Body Mist The Body Shop products. Keywords: Brand Image, Product Quality, Price, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Kualitas Produk, dan Harga terhadap keputusan pembelian pada produk Body Mist The Body Shop. Populasi dalam penelitian ini adalah Mahasiswa yang berada di kawasan Tangerang. Sampel yang dipergunakan adalah sebanyak 140 responden. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan survei, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan software SPSS Versi 26. Hasil Penelitian ini mendapati bahwa Citra Merek, Kualitas Produk dan Harga berpengaruh terhadap Keputusan Pembelian Produk Body Mist The Body Shop. Kata Kunci: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 024
Call Number: SE/31/24/014
NIM/NIDN Creators: 43119010066
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 02 Feb 2024 05:56
Last Modified: 02 Feb 2024 05:56
URI: http://repository.mercubuana.ac.id/id/eprint/85745

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