SETIASIH, NUR AYU (2024) PENGARUH KUALITAS PRODUK, PROMOSI DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOMETHINC DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The abstract of this research aims to test the influence of Product Quality, Promotion, and Brand Ambassador on the Purchase Decision of Somethinc products in Tangerang City. This study is a quantitative research using primary data. The research method involves analysis using the Partial Least Square (Smart-PLS) software version 4.0 with a population of Somethinc product consumers in Tangerang City, selected through purposive sampling with 155 respondents. The results of the hypothesis testing show that Product Quality, Promotion, and Brand Ambassador influence the Purchase Decision. Based on the findings, recommendations are provided for the company: Product Quality has a positive and significant impact on the Purchase Decision, suggesting that Somethinc should maintain the quality experienced by consumers to sustain existing consumer interest. Promotion has a positive and significant impact on the Purchase Decision, suggesting that Somethinc should offer larger discounts because consumers are not yet convinced that Somethinc can provide competitive pricing for discontinued products. Brand Ambassador has a positive and significant impact on the Purchase Decision, suggesting that Somethinc should choose a celebrity who aligns with the Somethinc brand and possesses high indicators of trust, expertise, and appeal, and who can effectively communicate the benefits of Somethinc products to consumers, making them like the products. Abstrak penelitian ini bertujuan untuk menguji pengaruh Kualitas Produk, Promosi dan Brand Ambassador terhadap Keputusan Pembelian produk Somethinc di Kota Tangerang. Jenis penelitian ini merupakan penelitian kuantitatif dengan jenis data primer. Metode Penelitian ini dilakukan dengan analisis memakai software Partial Least Square (Smart-PLS) versi 4.0 dengan populasi konsumen produk Somethinc di Kota Tangerang, diambil sebanyak 155 responden dengan metode purposive sampling. Berdasarkan hasil pengujian hipotesis dapat diketahui bahwa Kualitas Produk, Promosi dan Brand Ambassador mempengaruhi Keputusan Pembelian. Berdasarkan hasil peneliti tersebut terdapat saran untuk perusahaan yaitu Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, saran untuk Somethinc adalah diharapkan mampu mempertahankan kualitas yang telah dirasakan konsumen, untuk mempertahankan tingkat minat beli konsumen yang sudah ada. Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian, saran untuk Somethinc adalah lebih memberikan potongan harga yang besar karena konsumen belum cukup percaya bahwa Somethinc dapat memberikan penawaran harga pada produk yang akan discontinue. Brand Ambassador berpengaruh positif dan signifikan terhadap Keputusan Pembelian, saran untuk Somethinc adalah harus memilih selebrity yang sesuai dengan merek Somethinc dan memiliki indikator kepercayaan, keahlian dan daya tarik yang tinggi serta selebrity tersebut mampu menyampaikan informasi produk Somethinc dengan baik dan membuat konsumen suka dengan produk tersebut.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 423 |
| NIM/NIDN Creators: | 43120010163 |
| Uncontrolled Keywords: | Kualitas Produk, Promosi, Brand Ambassador, Keputusan Pembelian, Skincare |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 05 Oct 2024 09:45 |
| Last Modified: | 05 Oct 2024 09:45 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92251 |
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