PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN REVIEW KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BRAND SKINCARE THE ORIGINOTE HYALUCERA MOISTURIZER

AZIZAH, WALILAH NUR (2025) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN REVIEW KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BRAND SKINCARE THE ORIGINOTE HYALUCERA MOISTURIZER. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The beauty and personal care market is growing rapidly every year, causing that more local and international companies to produce these products and making competition in the industry increasingly fierce. This study aims to analyze the influence of brand image, price perception, and consumer reviews on purchasing decisions for the skincare brand The Originote Hyalucera Moisturizer. The objects in this study are consumers who whave purchased The Originote Hyalucera Moisturizer products and are located in Jabodetabek. The sample used in this study was 115 respondent. The sampling technique used in this study was purposive sampling using a questuionnaire and using the Structural Equation Model (SEM) approach with the IMB SPSS Statistic 23 and SmartPLS 3.9 data analysis tools. The results of this study indicate that the brand image variable has a positive and significant effect on purchasing decisions, the price perception variable has a positive but not significant effect on purchasing decisions, and the consumer review variabel has a positive but not significant effect on purchasing decisions. Keywords: Brand Image, Price Perception, Consumer Reviews, Purchasing Decisions. Pasar kecantikan dan perawatan diri bertumbuh pesat setiap tahun yang menyebabkan semakin banyaknya perusahaan lokal ataupun internasional yang memproduksi produk-produk tersebut dan membuat persaingan industri tersebut semakin ketat. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, persepsi harga, dan review konsumen terhadap keputusan pembelian brand skincare The Originote Hyalucera Moisturizer. Objek dalam penelitian ini merupakan konsumen yang pernah melakukan pembelian produk The Originote Hyalucera Moisturizer dan berlokasi di Jabodetabek. Sampel yang digunakan dalam penelitian ini adalah 115 responden. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah purposive sampling menggunakan kuesioner dan menggunakan pendekatan Structural Equation Model (SEM) dengan alat analisis data IMB SPSS Statisctic 23 dan SmartPLS 3.9. Hasil penelitian menunjukkan bahwa variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, variabel persepsi harga berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, dan variabel review konsumen berpengaruh positif namun tidak signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Persepsi Harga, Review Konsumen, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 25 064
NIM/NIDN Creators: 43120120130
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Review Konsumen, 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
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 > 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: 14 Mar 2025 05:45
Last Modified: 14 Mar 2025 05:45
URI: http://repository.mercubuana.ac.id/id/eprint/94896

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