PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PERAWATAN KULIT WAJAH SKINTIFIC

APRILLIA, BUNGA (2024) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK PERAWATAN KULIT WAJAH SKINTIFIC. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Facial skincare has become essential in daily life, with a variety of products offered and becoming part of the lifestyle. However, despite the intense competition, the results provided are not always comparable to competitors. Losing customers leads to a decline in profits and sales, thereby impacting the company's business performance. For instance, Skintific products rank second compared to other competitors. Therefore, the research aims to analyze the influence of Brand Image, Price Perception, and Advertising on Consumer Purchase Decisions for Skintific Facial Skincare Products. The population in this study is the community of DKI Jakarta who use Skintific facial skincare products, as the research aims to understand consumer behavior in a major city. The sampling method used is purposive sampling with the Hair et al. formula, totaling 185 respondents. The data analysis method uses Partial Least Square 4.0 . The results indicate that brand image, price perception, and advertising influence purchase decisions. Based on these results, the suggestions for the company are: Brand image has a positive influence on purchase decisions; hence, Skintific is advised to maintain product and service quality. Price perception significantly impacts purchase decisions; Skintific is advised to offer prices that match the product's value. Advertising has a positive influence on purchase decisions; Skintific needs to create clear and easily understandable advertisements. Keywords: Brand Image, Price Perception, Advertising, Purchase Decision, Beauty Products. Perawatan kulit wajah saat ini menjadi penting dalam kehidupan sehari-hari, dengan produk yang beragam ditawarkan dan menjadi bagian dari gaya hidup. Namun, meskipun persaingan produk cukup ketat, hasil yang diberikan tidak selalu sebanding dengan pesaingnya. Kehilangan pelanggan membuat keuntungan dan penjualan menurun sehingga kinerja bisnis perusahaan ikut menurun. Seperti produk Skintific menajadi urutan kedua dibandingkan dengan competitor lainnya. Maka ditentukan tujuan penelitian yaitu untuk menganalisis Pengaruh Citra Merek, Persepsi Harga, Dan Iklan Terhadap Keputusan Pembelian Konsumen Pada Produk Perawatan Kulit Wajah Skintific. Populasi dalam penelitian ini adalah Masyarakat DKI Jakarta pengguna perawatan kulit wajah Skintific, karena ingin mengetahui perilaku konsumen di kota besar pengguna perawatan kulit wajah Skintific. Metode pengambilan sampel dilakukan dengan metode purposive sampling dengan rumus menggunakan rumus Hair, et al sebanyak 185 responden. Metode analisis data menggunakan Partial Least Square 4.0. Hasil yang didapat mencerminkan faktor citra merek, persepsi harga, dan iklan mempengaruhi keputusan pembelian. Bedasarkan hasil penelitian tersebut, terdapat saran untuk perusahaan yaitu: Citra merek berpengaruh positif terhadap keputusan pembelian, saran untuk Skintific adalah menjaga kualitas produk dan layanan. Persepsi harga berdampak signifikan terhadap keputusan pembelian, skintific disarankan untuk menawarkan harga yang sesuai dengan nilai produk. Iklan memiliki pengaruh positif terhadap pembelian, skintific perlu membuat iklan yang jelas dan mudah dimengerti. Kata Kunci : Citra Merek, Persepsi Harga, Iklan, Keputusan Pembelian, dan Produk Kecantikan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 235
Call Number: SE/31/24/179
NIM/NIDN Creators: 43120010002
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Iklan, Keputusan Pembelian, dan Produk Kecantikan.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 381 Commerce, Trade/Perdagangan > 381.1 Retail Trade/Perdagangan Ritail, Pasar
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 31 Jul 2024 06:47
Last Modified: 31 Jul 2024 06:47
URI: http://repository.mercubuana.ac.id/id/eprint/89960

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