AGUSTIN, ELITA (2026) PENGARUH KUALITAS PRODUK, HARGA PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH DI MERUYA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of product quality, price, and brand image on purchasing decisions for Wardah lipstick in South Meruya. The population in this study was women in the South Meruya area. The sample size was 225 women, calculated using the Hair formula. The sampling method uses Purposive sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that product quality has a positive and significant effect on purchasing decisions. Product price has a positive and significant effect on purchasing decisions, and brand image has a positive and significant effect on purchasing decisions. Keywords: Purchasing Decision, Product Quality, Product Price, Brand Image Penelitian ini Bertujuan Untuk Menganalisis Pengaruh Kualitas Produk, Harga Produk Dan Citra Merek Terhadap Keputusan Pembelian Lipstik Wardah Di Meruya Selatan. Populasi dalam penelitian ini adalah perempuan di daerah Meruya Selatan. Sampel yang digunakan adalah sebanyak 225 perempuan, dihitung berdasarkan rumus hair. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuisioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga Produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Keputusan Pembelian, Kualitas Produk, Harga Produk, Citra Merek
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43120120075 |
| Uncontrolled Keywords: | Keputusan Pembelian, Kualitas Produk, Harga Produk, Citra Merek |
| Subjects: | 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 > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 738 Ceramics Arts/Seni Keramik > 738.8 Other Products/Produk Lainnya |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 10 Apr 2026 07:18 |
| Last Modified: | 10 Apr 2026 07:18 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101960 |
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