LARASATI, CHINDY (2019) PENGARUH CITRA MEREK, HARGA PRODUK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK SARI AYU MARTHA TILAAR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research is to know the influence of brand image, product price and product quality to purchase intensions cosmetics Sari Ayu Martha Tilaar. Respondent in this study were customers cosmetics Sari Ayu Martha Tilaar in Shout Jakarta. This research was conducted on 100 respondents. Technique of taking data using non probability sampling with accidential sampling. Data analysis method used is multiple linear regression analysis, classical assumption test, F test, t test, coefficient of determination. The results of this study indicate that the brand image have a insignificant effect on purchase intensions cosmetics Sari Ayu Martha Tilaar, product price and product quality has significant effect on purchase intensions cosmetics Sari Ayu Martha Tilaar. Keywords: brand image, price, product quality and purchase intentions. Penelitian ini untuk mengetahui pengaruh citra merek, harga produk dan kualitas produk terhadap keputusan pembelian produk kosmetik Sari Ayu Martha Tilaar. Populasi penelitian ini adalah konsumen produk kosmetik Sari Ayu Martha Tilaar di DKI Jakarta Selatan. Penelitian ini dilakukan terhadap 100 responden. Teknik pengambilan data menggunakan metode non probability sampling dengan Accidential Sampling. Metode analisis yang digunakan adalah analisis regresi linier berganda, uji asumsi klasik, uji F, uji t, koefisien determinasi. Hasil penelitian ini menunjukkan bahwa citra merek tidak berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Sari Ayu Martha Tilaar, harga produk dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian produk kosmetik Sari Ayu Martha Tilaar. Kata kunci: citra merek, harga, kualitas produk dan keputusan pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 575 |
| NIM/NIDN Creators: | 43115010196 |
| Uncontrolled Keywords: | citra merek, harga, kualitas produk dan keputusan pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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: | Dede Muksin Lubis |
| Date Deposited: | 24 Nov 2021 03:17 |
| Last Modified: | 28 May 2022 03:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50764 |
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