PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SAFI (Studi Pada Siswi Smk Yadika Pagelaran)

SIPANGKAR, KRISTIANA (2021) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SAFI (Studi Pada Siswi Smk Yadika Pagelaran). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Safi is a cosmetic product originating from Malaysia in March 2018, Safi cosmetic products officially entered the Indonesian market and are immediately attracted. Safi cosmetic products are specifically made for Muslim women and in general also for women who want to use cosmetic products that are safe and halal-certified. Sales data for 2019 Safi is fourth, with total sales of 53 thousand.To determine that product quality, price and promotion have a significant effect on buyers' decisions on cosmetic Safi. This study uses quantitative where the results of the study will be discussed according to the data that has been collected, the method of analysis in this study uses multiple linear regression.The results of this study with Cronbach's Alpha (α), it is known that the Cronbach's Alpha value is> 0.60, so the questionnaire or questionnaire is declared reliable or consistent. Meanwhile, if the Cronbach's Alpha value is <0.60, the questionnaire or questionnaire is declared unreliable or inconsistent. The results of the F test, it is known that the significance value (p value) is 0.000, which means that the p value <0.05 so that H1 is accepted and H0 is rejected.All independent variables (product quality, price, and promotion) have a positive and significant effect on the dependent variable (purchasing decisions). Together it is said that product quality has a partially significant positive effect on purchasing decisions for Safi products, price has a partially significant positive effect. on purchasing decisions for Safi products, and promotion has a partially significant positive effect on purchasing decisions for Safi products, while simultaneously product quality, price, and promotion have a positive and significant effect on purchasing decisions. Keywords: Safi, product quality, price, promotion, purchase decision Safi merupakan produk kosmetik yang berasal dari Malaysia pada Maret 2018, produk kosmetik Safi resmi memasuki pasar Indonesia dan langsung di minati. Produk kosmetik Safi khusus di buat untuk wanita muslimah dan secara umum juga untuk wanita yang mau memakai produk kosmetik yang aman dan bersertifikasi halal.Data penjualan tahun 2019 Safi posis ke 4 total penjualan 53 ribu. Penelitian ini untuk mengetahui bahwa kualits produk, harga dan promosi berpengaruh signifikan terhadap keputusan pembeli pada komestik Safi. Dalam penelitian ini menggunakan kuantitatif dimana hasil penelitian akan dibahas sesuai data yang telah dikumpulkan, metode analisis dalam penelitian ini menggunakan regresi linier berganda.Hasil penelitian ini dengan Cronbach’s Alpha (α), diketahui nilai Cronbach's Alpha > 0,60 maka kuesioner atau angket dinyatakan reliabel atau konsisten. Sementara, jika nilai Cronbach's Alpha < 0,60 maka kuesioner atau angket dinyatakan tidak reliabel atau tidak konsisten. hasil Uji F, diketahui nilai signifkansi (p value) sebesar 0.000yang artinya p value < 0.05 sehingga H1 diterima dan H0 ditolak. Seluruh variabel independen (kualitas produk, harga, dan promosi) berpengaruh positif dan signifkan terhadap variabel dependen (keputusan pembelian) secara bersama-samadikatakan bahwa kualitas produk berpengaruh positif signifikan secara parsial terhadap keputusan pembelian produk Safi, harga berpengaruh positif signifikan secara parsial terhadap keputusan pembelian produk Safi, dan promosi berpengaruh positif signifikan secara parsial terhadap keputusan pembelian produk Safi, sedangkan secara simultan kualitas produk, harga, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Safi, kualitas produk, harga, promosi, keputusan pembelian.

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