LESTARI, FITRI AYU (2024) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SKINCARE MS GLOW. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In recent years, skincare products in Indonesia have developed very rapidly. Skincare products have now become a necessity that must be fulfilled for most people, especially for women. Not only as a facial skin care product, skincare has now become a lifestyle for people, especially Indonesian women. This study aims to examine the effect of Brand Image (X1), Price Perception (X2), and Electronic Word of Mouth (X3) on Purchase Intention in MS Glow Skincare Products (Y). This research design uses a causal research design. The population in this study are people, both women and men, in the Jabodetabek area who know MS Glow skincare products. The sample used was 110 respondents. Sampling using non-probability sampling method with purposive sampling technique. The data collection method uses a survey method (questionnaire). In this study, data processing was carried out using the Partial Least Square (PLS) approach using SmartPLS 4 software. The results of this research show that Brand Image has a positive and significant effect on Purchase Intention. Price Perception has a positive and significant effect on Purchase Intention. Electronic Word Of Mouth has a positive and significant effect on Purchase Intention. Keywords: Brand Image, Price Perception, Electronic Word of Mouth, Purchase Intention Dalam beberapa tahun terakhir produk skincare di Indonesia mengalami perkembangan yang sangat pesat. Produk Skincare saat ini telah menjadi kebutuhan yang harus dipenuhi untuk sebagian besar masyarakat khususnya bagi wanita. Tidak hanya sebagai produk perawatan kulit wajah, skincare kini telah menjadi gaya hidup masyarakat khususnya wanita Indonesia. Penelitian ini bertujuan untuk menguji pengaruh Citra Merek (X1), Persepsi Harga (X2), dan Electronic Word of Mouth (X3) Terhadap Minat Beli Produk Skincare MS Glow (Y). Desain penelitian ini menggunakan desain penelitian kausal. Populasi pada penelitian ini adalah masyarakat baik perempuan maupun laki-laki yang berada di wilayah Jabodetabek yang mengetahui produk skincare MS Glow. Sampel yang dipergunakan adalah sebanyak 110 responden. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Metode pengumpulan data menggunakan metode survei (kuesioner). Dalam penelitian ini pengolahan data dilakukan menggunakan pendekatan Partial Least Square (PLS) dengan menggunakan software SmartPLS 4. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Minat Beli. Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Beli. Electronic Word Of Mouth berpengaruh positif dan signifikan terhadap Minat Beli. Kata Kunci: Citra Merek, Persepsi Harga, Electronic Word of Mouth, Minat Beli
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