PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND & BODY LOTION MARINA

AGUSTIN, SALMA LUTHFIYAH (2025) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK HAND & BODY LOTION MARINA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of product quality, price, brand image and brand trust on purchasing decisions for Marina hand & body lotion. This research is quantitative in nature with data collection methods through distributing questionnaires using Google Form. The populations in the research is the consumers in DKI Jakarta who have used Marina hand & body lotion products. The sampling technique uses purposive sampling. The sample in this study refers to the Hair formula and a sample size of 210 respondents was obtained. Data analysis method uses Partial Least Square. Based on the result of the analysis, product quality, price, brand image, and brand trust had a positive and significant effect on purchasing decisions for hand & body lotion Marina. Keywords: Product Quality, Price, Brand Image, Brand Trust, Purchase Desicion Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, citra merek, dan brand trust terhadap keputusan pembelian hand & body lotion Marina. Penelitian ini bersifat kuantitatif dengan metode pengumpulan data melalui penyebaran kuesioner menggunakan google form. Populasi dalam penelitian ini adalah konsumen yeng berada di DKI Jakarta yang pernah menggunakan produk hand & body lotion Marina. Teknik pengambilan sampel menggunakan purposive sampling. Sampel pada penelitian ini mengacu pada rumus Hair dan diperoleh jumlah sampel sebanyak 210 responden. Metode Analisis data menggunakan Partial Least Square. Berdasarkan hasil analisis, bahwa kualitas produk, harga, citra merek, dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian produk hand & body lotion Marina. Kata Kunci: Kualitas Produk, Harga, Citra Merek, Brand Trust, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 299
NIM/NIDN Creators:	43121010300
Uncontrolled Keywords:	Kualitas Produk, Harga, Citra Merek, Brand Trust, 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 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 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:	23 Sep 2025 02:57
Last Modified:	23 Sep 2025 02:57
URI:	http://repository.mercubuana.ac.id/id/eprint/98354

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