Widiyawati, Arum (2017) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research to know product quality, price and promotion to decision of purchasing of wardah cosmetic product. The object of research is the students of Mercu Buana University who use wardah cosmetic products. This research was conducted by 100 respondents by using descriptive quantitative. Therefore, the data analysis used is statistical analysis in the form of multiple regression test. The results of this study indicate that simultaneously variable quality of product, price and promotion influence to variable of product quality, price, and promotion have posiif effect to related variable that is purchasing decision. This is evidenced by the simultaneous test results (F test), indicating the significant value of three independent variables that support the hypothesis. Therefore, from this research states that there is a simultaneous influence between product quality, price and promotion variables on purchasing decisions wardah cosmetic products.Penelitian ini untuk mengetahui pengaruh kualitas produk, harga dan promosi terhadap keputusan pembelian produk kosmetik wardah. Objek penelitian ini adalah mahasiswa Universitas Mercu Buana yang menggunakan produk kosmetik wardah. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis ststistik dalam bentuk uji regresi berganda. Hasil penelitian ini, menunjukkan bahwa secara simultan variabel kualitas produk, harga dan promosi berpengaruh positif terhadap variabel terikat yaitu Keputusan Pembelian. Hal ini dibuktikan dari hasil uji simultan (uji F) menunjukkan nilai signifikan tiga variabel bebas yang mendukung hipotesa. Oleh karena itu, dari penelitian ini menyatakan bahwa terdapat pengaruh secara simultan antara variabel kualitas produk, harga dan promosi terhadap keputusan pembelian produk kosmetik wardah.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 389 |
| NIM/NIDN Creators: | 43110010137 |
| Uncontrolled Keywords: | kualitas produk, harga, promosi, keputusan pembelian, kosmetik |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAJLA |
| Date Deposited: | 03 Feb 2024 09:26 |
| Last Modified: | 03 Feb 2024 09:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85827 |
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