PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Marina Hand & Body Lotion)

MAHARANI, RIZKA (2023) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Marina Hand & Body Lotion). S1 thesis, Universitas Mercu Buana Jakarta.

	Text (HAL COVER) 01 COVER.pdf Download (896kB)
	Text (ABSTRAK) 02 ABSTRAK.pdf Download (202kB)
	Text (BAB I) 03 BAB 1.pdf Restricted to Registered users only Download (325kB)
	Text (BAB II) 04 BAB 2.pdf Restricted to Registered users only Download (297kB)
	Text (BAB III) 05 BAB 3.pdf Restricted to Registered users only Download (413kB)
	Text (BAB IV) 06 BAB 4.pdf Restricted to Registered users only Download (587kB)
	Text (BAB V) 07 BAB 5.pdf Restricted to Registered users only Download (257kB)
	Text (DAFTAR PUSTAKA) 08 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (289kB)
	Text (LAMPIRAN) 09 LAMPIRAN.pdf Restricted to Registered users only Download (808kB)

Abstract

This study was conducted to analyze the effect of price perception, product quality, and brand trust on purchasing decisions on Marina hand & body lotion. The research design uses quantitative. The sampling technique used purposive sampling on 146 respondents. The analytical method used is structural equation modeling (SEM) and data processing using partial least squares (PLS) technique through the smartpls4 statistical software. The results of the study show that price perceptions have a negative and significant effect on purchasing decisions. Product quality and brand trust has a positive and significant effect on purchasing decisions. Keywords: Price Perception, Product Quality, Brand Trust, Purchasing Decisions. Penelitian ini untuk menganalisis pengaruh persepsi harga, kualitas produk, dan kepercayaan merek terhadap keputusan pembelian pada Marina hand & body lotion. Desain penelitian menggunakan kuantitatif. Teknik pengambilan sample menggunakan purposive sampling pada 146 responden. Metode analisis yang digunakan yaitu structural equation modeling (SEM) dan pengolahan data menggunakan partial least square (PLS) melalui software statistic SmartPLS4. Hasil penelitian menunjukkan bahwa persepsi harga berpengaruh negatif dan signifikan terhadap keputusan pembelian. Kualitas produk dan kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Persepsi harga, Kualitas Produk, Kepercayaan Merek, Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 166
Call Number:	SE/31/23/276
NIM/NIDN Creators:	43118120043
Uncontrolled Keywords:	Persepsi harga, Kualitas Produk, Kepercayaan Merek, 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ADELINA HASNA SETIAWATI
Date Deposited:	21 Jul 2023 08:22
Last Modified:	21 Jul 2023 08:23
URI:	http://repository.mercubuana.ac.id/id/eprint/79351

Actions (login required)

View Item