PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BEDAK TABUR MAKE OVER

PRIYANTO, NACMI MILLATI (2025) PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BEDAK TABUR MAKE OVER. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of Product Quality, Promotion, and Brand Image on the Purchase Decision of Make Over Loose Powder. The population in this study were women who live around Jakarta. The sample used was 100 respondents with the sample criteria of this study being women who have used Make Over brand Loose Powder. The data collection method used Purposive Sampling. The data collection method used a survey method, with the research instrument being distributing questionnaires via Google Form. The data analysis method used partial least square with Smart-PLS 4.0 software. The results of the hypothesis test in the study show that product quality, brand image and promotion have a significant positive influence on purchasing decisions. Keywords: Product Quality, Promotion, Brand Image, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh Kualitas Produk, Promosi, dan Citra Merek terhadap Keputusan Pembelian Bedak Tabur Make Over. Populasi dalam penelitiaan ini adalah kalangan Wanita yang berdomisili di Sekitar Jakarta. Sempel yang di pergunakan adalah sebanyak 100 responden dengan kriteria sampel penelitiaan ini adalah Wanita yang telah menggunakan BEDAK TABUR merek Make Over. Metode pengumpulan data menggunakan Purposive Sampling. Metode pengumpulan data menggunakan motede survey, dengan instrumen penelitian ini adalah menyebar kuesioner melalui google form. Metode analisis data menggunakan partial least square dengan software Smart- PLS 4.0. Hasil uji hipotesis pada penelitian menunjukan bahwa kualitas produk, citra merek dan promosi berpengaruh positif signifikan terhadap keputusan pembelian. Kata Kunci : Kualitas Produk, Promosi, Citra Merek, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 25 405
NIM/NIDN Creators:	43121010235
Uncontrolled Keywords:	Kualitas Produk, Promosi, Citra Merek, 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 > 028 Use of Other Information Media/Membaca > 028.7 Use of Books and Other Information Media As Sources of Information/Penggunaan Buku dan Media Informasi Lain Sebagai Sumber Informasi 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	28 Oct 2025 07:37
Last Modified:	28 Oct 2025 07:37
URI:	http://repository.mercubuana.ac.id/id/eprint/99908

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