LAMUDA, LENCY (2024) ANALISIS KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK REVLON DI WILAYAH DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to test "Analysis of Product Quality, Price and Promotion on Revlon Cosmetic Purchasing Decisions in the DKI Jakarta area". From this research the independent variables consist of Product Quality, Price and Promotion and the dependent variable is Purchase Decision. The population in this research are consumers in the DKI Jakarta area who have previously purchased Revlon cosmetics. The sample used was 115 respondents. The sampling method uses purposive sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. Data was collected by distributing questionnaires to consumers and processed using the Smart PLS 3.0 program. The analysis techniques used in this research include outer model tests (Convergent Validity, Discriminant Validity, Composite Reliability, Cronbach's Alpha), inner model tests (R-Square, Predictive Relevance, Hypothesis Testing). The results of this research show that product quality, price and promotion have a positive and significant effect on purchasing decisions. Penelitian ini bertujuan untuk menguji “Analisis Kualitas Produk, Harga, dan Promosi terhadap Keputusan Pembelian Kosmetik Revlon di wilayah DKI Jakarta”. Dari penelitian ini variabel independen terdiri dari Kualitas Produk, Harga, dan Promosi dan variabel dependennya Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen di wilayah DKI Jakarta yang sudah pernah membeli kosmetik Revlon. Sampel yang dipergunakan adalah sebanyak 115 responden. Metode pengambilan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuisioner. Data dikumpulkan dengan membagikan kuisioner kepada konsumen dan diolah menggunakan program Smart PLS 3.0. Teknik analisis yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminant Validity, Composite Reliability, Cronbach’s Alpha), uji inner model (R-Square, Predictive Relevance, Pengujian Hipotesis). Hasil dari penelitian ini menunjukkan bahwa Kualitas Produk, Harga, dan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 342 |
| NIM/NIDN Creators: | 43120010074 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Promosi, Keputusan Pembelian, dan 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 27 Sep 2024 08:08 |
| Last Modified: | 27 Sep 2024 08:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91898 |
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