PUTRI, ANIN DITA EKO (2020) PENGARUH CITRA MEREK TERHADAP MINAT BELI ULANG DENGAN MEMPERHATIKAN HARGA, KUALITAS PRODUK, DAN PROMOSI PADA PRODUK KOSMETIK WARDAH. S1 thesis, Universitas Mercu Buana.
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Abstract
Along with developments in the current modern era, the need for cosmetic products is a matter of great concern as supporting one's lifestyle with the growing interest in cosmetic products, making cosmetic products diverse, one of which is a cosmetic product with a halal content, namely wardah cosmetic products. This study aims to determine the effect of brand image on repurchase interest by paying attention to price, product quality, and promotion. The population in this study was all users of wardah cosmetic products living in West Jakarta, with a total sample of 218 respondents. This study uses SEM data analysis techniques and data processing using PLS. The sampling technique uses purposive sampling by using a quantitative descriptive approach. The results of this study indicate that the price variable has a significant positive effect on brand image, the price variable has a significant positive effect on repurchase intention, product quality variables have a significant positive effect on brand image, product quality has a positive effect but not significantly on repurchase intention, promotion has a significant positive effect on brand image, promotion has a positive but not significant effect on repurchase intention, and brand image has a significant positive effect on repurchase intention. Keyword: Price, Product Quality, Promotion, Brand Image, Repurchase Intention, Wardah Seiring dengan perkembangan di era modern saat ini kebutuhan akan produk kosmetik merupakan hal yang sangat diperhatikan sebagai penunjang gaya hidup seseorang dengan semakin diminatinya produk kosmetik membuat produk kosmetik menjadi beragam salah satunya yaitu produk kosmetik dengan kandungan halal yaitu produk kosmetik wardah. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek terhadap minat beli ulang dengan memperhatikan harga, kualitas produk, dan promosi. Populasi dalam penelitian ini adalah seluruh pengguna produk kosmetik wardah yang tinggal di wilayah Jakarta Barat, dengan jumlah sampel sebanyak 218 responden. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Teknik pengambilan sampel menggunakan purposive sampling dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa variabel harga berpengaruh positif signifikan terhadap citra merek, variabel harga berpengaruh positif signifikan terhadap minat beli ulang, variabel kualitas produk berpengaruh positif signifikan terhadap citra merek, kualitas produk berpengaruh positif namun tidak signifikan terhadap minat beli ulang, promosi berpengaruh positif signifikan terhadap citra merek, promosi berpengaruh positif namun tidak signifikan terhadap minat beli ulang, serta citra merek berpengaruh positif signifikan terhadap minat beli ulang. Kata kunci : Harga, Kualitas Produk, Promosi, Citra Merek, Minat Beli Ulang, Wardah.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 125 |
| NIM/NIDN Creators: | 43116010092 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Promosi, Citra Merek, Minat Beli Ulang, Wardah. |
| 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: | 01 Mar 2022 14:02 |
| Last Modified: | 09 Mar 2022 01:41 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56981 |
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