PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA TANGERANG

SAPUTRI, ERIKA (2026) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of Brand Image, Product Quality, and Promotion on Purchasing Decisions of Scarlett Whitening products in Tangerang City. The independent variables in this study consist of Brand Image, Product Quality, and Promotion, while the dependent variable is Purchasing Decisions. The population in this study are consumers who have used or purchased Scarlett Whitening products in Tangerang City. The sampling technique used purposive sampling with a sample size of 110 respondents. Data collection was carried out through online questionnaires. The data analysis method used is Partial Least Square Structural Equation Modeling (PLS-SEM) with the help of SmartPLS 4.0 software. Data analysis includes outer model testing consisting of convergent validity, discriminant validity, composite reliability, and Cronbach's Alpha, as well as inner model testing including R-Square, F-Square, and hypothesis testing. The results of the study indicate that Brand Image and Promotion have a positive and significant effect on Purchasing Decisions of Scarlett Whitening products in Tangerang City. Meanwhile, product quality has a positive but insignificant effect on purchasing decisions. This finding suggests that consumer perceptions of a strong brand image and effective promotion can increase purchasing decisions for Scarlett Whitening products. However, perceived product quality is not yet a major factor significantly influencing purchasing decisions for Scarlett Whitening products in Tangerang City. Keywords: Brand Image, Product Quality, Promotion, Purchasing Decision Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian produk Scarlett Whitening di Kota Tangerang. Variabel independen dalam penelitian ini terdiri dari Citra Merek, Kualitas Produk, dan Promosi, sedangkan variabel dependen adalah Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen yang pernah menggunakan atau membeli produk Scarlett Whitening di Kota Tangerang. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 110 responden. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online. Metode analisis data yang digunakan adalah Partial Least Square Structural Equation Modeling (PLS-SEM) dengan bantuan software SmartPLS 4.0. Analisis data meliputi pengujian outer model yang terdiri dari uji validitas konvergen, validitas diskriminan, composite reliability, dan Cronbach’s Alpha, serta pengujian inner model yang meliputi R-Square, F-Square, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa Citra Merek dan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian produk Scarlett Whitening di Kota Tangerang. Sementara itu, Kualitas Produk berpengaruh positif namun tidak signifikan terhadap Keputusan Pembelian. Temuan ini menunjukkan bahwa persepsi konsumen terhadap citra merek yang kuat serta promosi yang efektif mampu meningkatkan keputusan pembelian produk Scarlett Whitening. Namun, kualitas produk yang dirasakan konsumen belum menjadi faktor utama yang secara signifikan memengaruhi keputusan pembelian produk Scarlett Whitening di Kota Tangerang. Kata Kunci: Citra Merek, Kualitas Produk, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43122010040
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Promosi, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social
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 > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 18 Sep 2026 14:06
Last Modified: 18 Sep 2026 14:06
URI: http://repository.mercubuana.ac.id/id/eprint/103974

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