PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC PADA GENERASI MILENIAL PENGGUNA MARKETPLACE DI JABODETABEK

ANGGREANI, SHELVYA (2025) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SKINTIFIC PADA GENERASI MILENIAL PENGGUNA MARKETPLACE DI JABODETABEK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research focuses on analyzing the influence of Brand Image, Price, and Product Quality on the Purchase Decision of Skintific Skincare. The population in this study are millennials residing in Jabodetabek. A sample of 160 respondents who have used Skintific Skincare was utilized. Data collection methods employed Purposive Sampling and utilized an online questionnaire instrument via Google Form. Data analysis was performed using Partial Least Square (PLS) with SmartPLS 4.0 software. The results of the hypothesis test in the study show that brand image, price and product quality have a significant positive effect on purchasing decisions. Keywords : Product quality, Brand image, Price, Purchase Decision, Skincare. Penelitian ini berfokus pada analisis pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Skincare Skintific. Populasi dalam penelitian ini adalah kalangan milenial yang berdomisili di Jabodetabek. Sampel yang dipergunakan adalah sebanyak 160 responden dengan kriteria yang telah menggunakan Skincare Skintific. Metode pengumpulan data menggunakan Purposive Sampling serta memanfaatkan instrumen kuesioner daring melalui Google Form. Analisis data dilakukan dengan Partial Least Square (PLS) menggunakan software Smart-PLS 4.0. Hasil uji hipotesis pada penelitian menunjukan bahwa citra merek, harga dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian. Kata Kunci : Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 336
NIM/NIDN Creators:	43121010119
Uncontrolled Keywords:	Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 170 Ethics, Moral Philosophy/Etika, Filsafat Moral > 174 Occupational Ethics/Etika Jabatan, Etika Profesi > 174.1 Clergy/Etika Karyawan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	09 Oct 2025 04:21
Last Modified:	09 Oct 2025 04:21
URI:	http://repository.mercubuana.ac.id/id/eprint/98935

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