SURYANI, DEBBY (2025) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK BODY SCRUB MEREK MUSTIKA RATU. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to discuss the influence of product quality, price, brand image and promotion on the decision to purchase Mustika Ratu body scrub products. The object of this study is a body care product of the body scrub type (beauty scrub). The researcher applied a quantitative approach in this study, by collecting data through distributing online questionnaires using the Google Form platform. The sampling technique used was purposive sampling, where respondents were selected based on certain criteria that were relevant to the research objectives. The population in this study were consumers domiciled in DKI Jakarta while the sample in this study refers to the theory of Hair et al., (2021) and a sample size of 210 respondents was obtained who had Mustika Ratu brand body scrub products and knew about body care and skincare products. Data processing in this study was carried out with the help of SmartPLS software version 4.0, which applies the Partial Least Square approach. Based on the results of this processing, evidence was obtained of a positive and significant direct relationship between the variables analyzed. the influence of product quality, price, brand image and promotion on the decision to purchase Mustika Ratu body scrub products. Keywords: Product Quality, Price, Brand Image, Promotion, Purchasing Decisions Penelitian ini bertujuan untuk membahas pengaruh kualitas produk, harga, citra merek dan promosi terhadap Keputusan pembelian produk body scrub Mustika ratu. Objek pada penelitian ini yaitu produk body care berjenis body scrub (lulur kecantikan). Peneliti menerapkan pendekatan kuantitatif dalam studi ini, dengan mengumpulkan data melalui penyebaran kuesioner daring menggunakan platform Google Form. Teknik pengambilan sampel yang digunakan adalah purposive sampling, di mana responden dipilih berdasarkan kriteria tertentu yang relevan dengan tujuan penelitian. Populasi pada penelitian ini yaitu konsumen yang berdomisili di DKI Jakarta sedangkan sampel pada penelitian ini mengacu pada teori Hair et al., (2021) dan diperoleh jumlah sampel sebanyak 210 responden yang memiliki produk body scrub merek Mustika ratu dan mengetahui mengenai produk body care serta skincare. Pengolahan data dalam penelitian ini dilakukan dengan bantuan software SmartPLS versi 4.0, yang menerapkan pendekatan Partial Least Square. Berdasarkan hasil pengolahan tersebut, diperoleh bukti adanya hubungan langsung yang positif dan signifikan antara variabel yang dianalisis. Pengaruh kualitas produk, harga, citra merek dan promosi terhadap Keputusan pembelian produk body scrub Mustika ratu. Kata Kunci : Kualitas produk, Harga, Citra Merek, Promosi, Keputusan Pembelian
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