PENGARUH KUALITAS PRODUK HARGA DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING DI CENGKARENG JAKARTA BARAT

ARLENTA, ELLEN ZUDIET (2025) PENGARUH KUALITAS PRODUK HARGA DAN INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE SCARLETT WHITENING DI CENGKARENG JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Research selecting Scarlett Whitening in product use on skincare use on environmental phenomena that shows the influence of product quality determines that price can be a benchmark problem in purchasing Scarlett Whitening, and Influencers are a purchasing attraction. This research aims to analyze product quality, price and influencers on purchasing decisions. The population in this research is the people of Cengkareng, West Jakarta. The sample was 140 people from Cengkareng, West Jakarta who used Scarlett Whitening products, calculated based on the formula of Hair et al. The sampling method uses Purposive Sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. This research method involves data analysis using the Partial Least Square (PLS) method. The results show that price and influencers have a significant influence, while product quality has an influence but is not significant on purchasing decisions. Keywords: Product Quality, Price, Influencers, Purchase Decision Penelitian memilih Scarlett Whitening dalam pemakaian produk pada penggunaan Skincare pada fenomena lingkungan yang menunjukkan pengaruh kualitas produk menentukan bahwa harga bisa menjadi patokan masalah dalam melakukan pembelian Scarlett Whitening, dan Influencer menjadi daya tarik pembelian. Penelitian ini bertujuan untuk menganalisis Kualitas Produk, Harga, dan Influencer terhadap Keputusan Pembelian . Populasi dalam penelitian ini adalah masyarakat Cengkareng Jakarta Barat. sampelnya para masyarakat Cengkareng Jakarta Barat yang memakai produk dari Scarlett Whitening berjumlah 140, dihitung berdasarkan rumus Hair et al. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode penelitian ini dengan analisis data menggunakan Metode Partial Least Square (PLS). hasilnya bahwa harga dan Influencer berpengaruh dan signifikan, sedangkan kualitas produk berpengaruh tetapi tidak signifikan terhapap keputusan pembelian. Kata Kunci: Kualitas Produk, Harga, Influencer, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 051
NIM/NIDN Creators:	43120010096
Uncontrolled Keywords:	Kualitas Produk, Harga, Influencer, Keputusan Pembelian
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar 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 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 Feb 2025 07:06
Last Modified:	13 Feb 2025 07:06
URI:	http://repository.mercubuana.ac.id/id/eprint/94199

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