Alifia, Ersa (2024) PENGARUH BRAND AMBASSADOR, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK AZARINE (STUDI PADA MAHASISWI DI JAKARTA). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador, Kualitas Produk, dan Persepsi Harga terhadap Keputusan Pembelian produk Azarine pada mahasiswi di Jakarta. Teknik penelitian ini menggunakan non-probability sampling dengan metode purposive sampling dan populasi penelitian ini yaitu mahasiswi pengguna produk kosmetik Azarine yang berada di wilayah Jakarta dengan sampel yang digunakan sebanyak 100 responden. Teknik pengumpulan data dalam penelitian ini menggunakan metode survey dengan instrumen penelitian adalah kuesioner dimana dalam pengolahan data menggunakan program Partial Least Square (Smart-PLS) versi 4.1. Hasil penelitian ini menunjukkan brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dan persepsi harga berpengaruh positif dan signifikan kepada keputusan pembelian. This research aims to determine the influence of Brand Ambassador, Product Quality and Price Perception on purchasing decisions for Azarine products among students in DKI Jakarta. This research technique uses non-probability sampling with a purposive sampling method and the research population is students who use Azarine cosmetic products in the Jakarta area with a sample of 100 respondents. The data collection technique in this research uses a survey method with the research instrument being a questionnaire where data processing uses the Partial Least Square (Smart-PLS) program version 4.1. The results of this research show that brand ambassador has a positive and significant influence on purchasing decisions, product quality has a positive and significant influence on purchasing decisions, and price perception has a positive and significant influence on purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120010327 |
| Uncontrolled Keywords: | Brand Ambassador, Kualitas Produk, Persepsi Harga, Keputusan Pembelian, Azarine Cosmetic Brand Ambassador, Product Quality, Price Perception, Purchase Decision, Azarine Cosmetic |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAYLA AURA RAYANI |
| Date Deposited: | 10 Aug 2024 04:39 |
| Last Modified: | 10 Aug 2024 04:39 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90140 |
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