ABIDIN, CAHAYA JULIA (2024) PENGARUH BRAND IMAGE, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Kosmetik Mustika Ratu di Daerah Cengkareng Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to determine the influence of Brand Image, Price and Promotion on purchasing decisions (Study on Mustika Ratu Cosmetics in the cengkareng Area, West Jakarta). The sample used in this research was all people who had purchased Mustika Ratu Cosmetics products, in the cengkareng Area, West Jakarta, totaling 130 respondents. The data collection method used is a survey. The instrument of this research is a questionnaire. The data analysis method used is evaluation of the Measurement (Outer) Model, Inner Model and Hypothesis Testing using the Smart-PLS (Partial Least Square) Program version 3.0. The results of this research show that the Brand Image variable has a positive and significant effect on purchasing decisions. The Price variable does not have a positive and significant effect on Purchasing Decisions and the Promotion variable has a positive and significant effect on Purchasing Decisions. Keywords: Brand Image, Price, Promotion, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek, Harga dan Promosi terhadap keputusan pembelian (Studi pada Kosmetik Mustika Ratu di Daerah Cengkareng Jakarta Barat). Sampel yang digunakan dalam penelitian ini adalah seluruh masyarakat yang pernah membeli produk Kosmetik Mustika Ratu, di Daerah Cengkareng Jakarta Barat yang berjumlah 130 responden. Metode pengumpulan data yang digunakan adalah survei. Instrumen penelitian ini adalah kuesioner. Metode analisis data yang digunakan adalah evaluasi Measurement (Outer) Model, Inner Model dan Uji Hipotesis dengan menggunakan proses Program Smart-PLS (Partial Least Square) versi 3.0. Hasil penelitian ini menunjukkan bahwa variabel Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel Harga tidak berpengaruh positif dan signifikan terhadap Keputusan Pembelian dan variabel Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci : Brand Image, Harga, Promosi, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 052 |
| Call Number: | SE/31/24/040 |
| NIM/NIDN Creators: | 43119010186 |
| Uncontrolled Keywords: | Brand Image, Harga, Promosi, Keputusan Pembelian |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 19 Mar 2024 07:15 |
| Last Modified: | 19 Mar 2024 07:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87262 |
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