ANALISIS KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA

NOVIANTI, NABILA (2024) ANALISIS KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK EMINA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, brand image, and price on purchasing decisions for Emina cosmetic products. The independent variables in this study are product quality, brand image, and price, while Purchasing Decisions serve as the dependent variable. This study involved a population of consumers who had purchased emina cosmetics in Kebon Jeruk, West Jakarta, with a sample of 130 respondents. The analysis techniques used include outer model tests which include Convergent Validity, Discriminant Validity, Composite Reliability, and Cronbach's Alpha to assess the validity and reliability of research instruments. In addition, the inner model test, including R-Square and Goodness of Fit Model, is used to measure the extent to which the independent variables affect the dependent variable. Data were collected through distributing questionnaires to consumers and processed using the Smart PLS 3.0 program. The results showed that product quality has a positive and significant effect on purchasing decisions for emina cosmetic products, brand image has a positive and significant effect on purchasing decisions for emina cosmetic products and price has a positive and significant effect on purchasing decisions for emina cosmetic products. Keywords: Product Quality, Brand Image, Price and Purchase Decision Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian produk kosmetik Emina. variabel independen dalam studi ini adalah kualitas produk, citra merek, dan harga, sementara Keputusan Pembelian berfungsi sebagai variabel dependen. Penelitian ini melibatkan populasi konsumen yang pernah membeli kosmetik emina di Kebon Jeruk, Jakarta Barat, dengan sampel sebanyak 130 responden. Teknik analisis yang digunakan mencakup uji outer model yang meliputi Convergent Validity, Discriminant Validity, Composite Reliability, dan Cronbach’s Alpha untuk menilai validitas dan reliabilitas instrumen penelitian. Selain itu, uji inner model, termasuk R-Square dan Goodness of Fit Model, digunakan untuk mengukur sejauh mana variabel independen mempengaruhi variabel dependen. Data dikumpulkan melalui penyebaran kuesioner kepada konsumen dan diolah menggunakan program Smart PLS 3.0. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik emina, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik emina dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk kosmetik emina. Kata Kunci : Kualitas Produk, Citra Merek , Harga dan Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 387
NIM/NIDN Creators:	43120010098
Uncontrolled Keywords:	Kualitas Produk, Citra Merek , Harga dan Keputusan Pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 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 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	17 Oct 2024 04:18
Last Modified:	17 Oct 2024 04:18
URI:	http://repository.mercubuana.ac.id/id/eprint/92591

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