PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK WARDAH

SEPTIANI, ALDINI (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK WARDAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Product Quality, Brand Image, and Price on Purchase Decisions for Wardah products. The population in this study is a survey of students at Mercu Buana Meruya University. The research sample used consisted of 170 people, using the purposive sampling technique. The approach used in this study is a quantitative approach. The data analysis method used is Partial Least Square (Smart-PLS) version 4.0. The results of this research indicate that Product Quality has a negative and insignificant effect on Purchase Decisions. Brand Image has a negative and significant effect on Purchase Decisions. Price has a positive and significant effect on Purchase Decisions. Keywords: Product Quality, Brand Image, Price, Purchase Decisions. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian pada Produk Wardah. Populasi dalam penelitian ini adalah survei pada mahasiswi Universitas Mercu Buana Meruya. Sampel penelitian yang digunakan sebanyak 170 orang, menggunakan teknik metode purposive sampling. Pendekatan yang dilakukan dalam penelitian ini adalah pendekatan kuantitatif. Metode analisis data menggunakan Partial Least Square (Smart-PLS) versi 4.0. Hasil penelitan ini menunjukkan bahwa Kualitas Produk berpengaruh negatif dan tidak signifikan terhadap Keputusan Pembelian. Citra Merek berpengaruh negatif dan signifikan terhadap Keputusan Pembelian. Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 247
Call Number: SE/31/24/184
NIM/NIDN Creators: 43120010027
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian
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 > 658.2 Plant Management/Manajemen Pabrik
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: 06 Aug 2024 08:00
Last Modified: 06 Aug 2024 08:00
URI: http://repository.mercubuana.ac.id/id/eprint/90050

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