PENGARUH CITRA MEREK, PERSONAL BRANDING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SERUM SCARLET (Studi pada Konsumen Produk Serum Scarlet Di Jakarta)

VIDANTI, BILQIS BENTRIA (2024) PENGARUH CITRA MEREK, PERSONAL BRANDING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SERUM SCARLET (Studi pada Konsumen Produk Serum Scarlet Di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine and analyze the influence of brand image, personal branding and product quality on purchasing decisions. The population in this study are consumers who have purchased Scarlet Serum products. The sample used was 165 samples, calculated using the statement by Hair et al., 2010 in Mahyuzar 2020. The sampling method used purposive sampling. The data collection method uses a survey method, with a questionnaire research instrument. The data analysis method uses Partial Least Square (PLS) version 4.0. This research proves that Brand Image and Product Quality have a positive and significant effect on Purchasing Decisions, while Personal branding has a positive and insignificant effect on Purchasing Decisions. Keywords: Brand Image, Personal Branding, Product Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui serta menganalisis Pengaruh Citra Merek, Personal Branding, dan Kualitas produk Terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen yang telah membeli produk Serum Scarlet. Sampel yang dipergunakan adalah sebanyak 165 sampel, dihitung menggunakan pernyataan Hair et al., 2010 dalam Mahyuzar 2020. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian kuesioner. Metode analisis data menggunakan Partial Least Square (PLS) versi 4.0. Penelitian ini membuktikan bahwa Citra Merek dan Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, sedangkan Personal branding berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Personal Branding, Kualitas Produk, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 369
NIM/NIDN Creators:	43120010158
Uncontrolled Keywords:	Citra Merek, Personal Branding, Kualitas Produk, Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	01 Oct 2024 04:47
Last Modified:	01 Oct 2024 04:47
URI:	http://repository.mercubuana.ac.id/id/eprint/91983

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