ALVINA, IIN (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP MINAT BELI KONSUMEN PADA PRODUK KOSMETIK PIXY. S1 thesis, Universitas Mercu Buana.
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Abstract
The research aims to identity the influence of quality product, price perception and brand image of consumer buying interest in cosmetic Pixy. The respondends of this research are the consumers who are interested in buying product cosmetic Pixy. This research was conducted with 154 respondents by using quantitative approach. SEMPLS have employed in data analysis. The results of this study indicate that quality product, price perception and brand image have positive and significant effects. Keyword: Quality Product, Perceived Price, Brand Image, Buying Interest Penelitian ini untuk mengetahui pengaruh kualitas produk, persepsi harga dan citra merek terhadap minat beli konsumen pada kosmetik Pixy. Responden penelitian ini adalah konsumen yang berminat membeli produk kosmetik Pixy. Penelitian ini dilakukan terhadap 154 responden dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa secara uji t kualitas produk, persepsi harga dan citra merek memiliki pengaruh positif dan signifikan. Kata kunci : Kualitas Produk, Persepsi Harga, Citra Merek, Minat Beli
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 20 181 |
| NIM/NIDN Creators: | 43116010201 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Citra Merek, Minat Beli |
| 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: | 14 Mar 2022 02:24 |
| Last Modified: | 13 Apr 2022 03:00 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57872 |
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