PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK BEDAK MUKA PADAT WARDAH

Fitriyati, Fitriyati (2024) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK BEDAK MUKA PADAT WARDAH. S1 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix (produk, presepsi harga, tempat dan promosi) terhadap keputusan pembelian kosmetik bedak muka padat Wardah di wilayah Jakarta Pusat. Responden pada penelitian ini sebanyak 160 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah statistik dalam bentuk SEM-PLS 4. Hasil penelitian ini menunjukan bahwa produk tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian, harga berpengaruh dan signifikan terhadap keputusan pembelian, tempat tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian, promosi berpengaruh dan signifikan terhadap keputusan pembelian. This research aims to determine the influence of the marketing mix (product, price, place and promotion) on purchasing decisions for Wardah pressed face powder cosmetics in the Central Jakarta area. Respondents in this research were 160 respondents using a quantitative approach. The data analysis used is statistical in the form of SEM-PLS 4. The results of this study show that the product has no influence and is not significant on purchasing decisions, price has an influence and is significant on purchasing decisions, place has no influence and is not significant on purchasing decisions, promotion has an influence and is significant on purchasing decisions.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43119110391
Uncontrolled Keywords: Marketing Mix, Product, Price, Place, Promotion, Purchase Decision, Wardah Marketing Mix, Produk, Presepsi Harga, Tempat, Promosi, Keputusan Pembelian, Wardah
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: ANISA DESI SAFITRI
Date Deposited: 03 Sep 2024 04:29
Last Modified: 03 Sep 2024 04:29
URI: http://repository.mercubuana.ac.id/id/eprint/91094

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