PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN REFILL DUTA PARFUM DI KAWASAN JATIPULO PALMERAH

PRADANA, RENATA YEDI (2025) PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN REFILL DUTA PARFUM DI KAWASAN JATIPULO PALMERAH. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the Influence of Price, Product Quality and Promotion on the Purchase Decision of Perfume Ambassador Refills in the Jatipulo Palmerah Area. The design of this study uses quantitative. The sampling technique used purposive sampling on 95 respondents. This study uses an analysis method with Structural Equation Modeling (SEM), by testing instruments using the Partial Least Square (PLS) method through SmartPLS4 statistical software. The results of this study show that price has a significant positive effect on purchase decisions. Product quality has a significant positive effect on purchasing decisions and promotions have a positive but not significant effect on purchasing decisions. Keywords: Price, Product Quality, Promotion, Casting Decision, Perfume Refill Penelitian ini bertujuan untuk menganalisis Pengaruh Harga, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Refill Duta Parfum Di Kawasan Jatipulo Palmerah. Desain penelitian ini menggunakan kuantitatif. Teknik pengambilan sample menggunakan purposive sampling pada 95 responden. Penelitian ini menggunakan metode analisis dengan Structural Equation Modeling (SEM), dengan pengujian instrument menggunakan metode Partial Least Square (PLS) melalui software statistic SmartPLS4. Hasil penelitian ini menunjukkan harga berpengaruh positif siginifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif siginifikan terhadap keputusan pembelian dan promosi berpengaruh positif namun tidak siginifikan terhadap keputusan pembalian. Kata Kunci: Harga, Kualitas Produk, Promosi, Keputusan Pembalian, Refill Parfum

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 017
NIM/NIDN Creators:	43120110245
Uncontrolled Keywords:	Harga, Kualitas Produk, Promosi, Keputusan Pembalian, Refill Parfum
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 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	13 Jan 2025 05:49
Last Modified:	13 Jan 2025 05:49
URI:	http://repository.mercubuana.ac.id/id/eprint/93530

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