YULIANTI, DEVI (2019) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH EXCLUSIVE MATTE LIP CREAM. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study reveals that there are four variables that aim to determine the effect of brand image, price and product quality on the decision to purchase Wardah Exclusive Matte Lip Cream products. Respondents in this study were people who had used Wardah Exclusive Matte Lip Cream products. This research was conducted on 180 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that the price test has no significant effect on Wardah Exclusive Matte Lip Cream product purchasing decisions. Brand Image and Product Quality have a significant effect on Wardah Exclusive Matte Lip Cream Product Purchase Decision for Wardah Exclusive Matte Lip Cream products. Keywords: Brand Image, Price, Product Quality, Consumer Satisfaction, Wardah Exclusive Matte Lip Cream. Penelitian ini mengungkapkan ada empat varibel yang bertujuan untuk mengetahui pengaruh citra merek, harga dan kualitas produk terhadap keputusan pembelian produk Wardah Exclusive Matte Lip Cream. Responden pada penelitian ini adalah masyarakat yang sudah menggunakan produk Wardah Exclusive Matte Lip Cream. Penlitian ini dilakukan terhadap 180 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji Harga tidak berpengaruh siginifikan terhadap Keputusan Pembelian produk Wardah Exclusive Matte Lip Cream. Citra Merek dan Kualitas Produk berpengaruh signifikan terhadap Keputusan Pembelian Produk Wardah Exclusive Matte Lip Cream produk Wardah Exclusive Matte Lip Cream. Kata Kunci : Citra Merek, Harga, Kualitas Produk, Kepuasan Konsumen, Wardah Exclusive Matte Lip Cream.
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