FITRI, ANANDA NUR (2021) PENGARUH CITRA MEREK TERHADAP MINAT BELI DENGAN MEMPERHATIKAN HARGA, KUALITAS PRODUK, PROMOSI PADA PRODUK LIPSTIK SARIAYU. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to determine the effect of brand image on purchase intention by paying attention to price, product quality, and promotion. The object of this study is people who are interested in buying Sariayu liptick products. This research was conducted on 210 respondents using a quantitative descriptive approach. Therefore, the analysis of the data used is statistical analysis with software output processing with SPSS 23, 2020 and primary data processed using Smart-PLS, 2020. The result of this study indicate that the price, product quality, promotion t test has a significant effect on brand image and interest in buying Sariayu lipstick, and brand image has a significant effect on buying interest in Sariayu lipstick. Keyword: Price, Product Quality, Promotion, Brand Image, Purchase Intention, Sariayu lipstick Penelitian ini untuk mengetahui pengaruh citra merek terhadap minat beli dengan memperhatikan factor-faktor harga, kualitas produk dan promosi. Objek penelitian ini adalah orang yang berminat untuk membeli produk lipstik Sariayu. Penelitian ini dilakukan terhadap 210 responden dengan menggunakan pendekatan deskriptif kuantitatif. Oleh karena itu, Analisis data yang digunakan adalah analisis statistik dengan software Output pengolahan dengan SPSS 23, 2020 dan Data primer diolah menggunakan Smart-PLS, 2020. Hasil penelitian ini menunjukan bahwa secara uji t harga, kualitas produk, promosi berpengaruh signifikan terhadap citra merek dan minat beli lipstik Sariayu, dan citra merek berpengaruh signifikan terhadap minat beli lipstik Sariayu. Kata kunci : Harga, Kualitas Produk, Promosi, Citra Merek, Minat Beli, Lipstik Sariayu.
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