SAFITRI, MUTHIARA (2024) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAKE OVER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In Indonesia, many cosmetic brands are favored by women, such as Wardah, Make Over, Luxcrime, and many other brands, each offering various advantages. However, Make Over products rank second compared to other competitors. Therefore, the research aims to analyze the influence of Brand Image, Product Quality, and Promotion on the Purchase Decision of Make Over cosmetics. The population in this study is the community of DKI Jakarta who use Make Over products, as the research seeks to understand consumer behavior in a major city. The sampling method used is purposive sampling with the Hair et al. formula, totaling 165 respondents. Data analysis method uses Partial Least Square. The results show that Brand Image has a positive and significant influence, while Product Quality and Promotion have a positive and significant influence on the purchase decision of Make Over cosmetics. Keywords: Brand Image, Product Quality, Promotion, Purchase Decision, Beauty Products. Di Indonesia banyak brand kosmetik yang diminati oleh kaum wanita seperti Wardah, Make over, Luxcrime, dan masih banyak lagi brand kosmetik lainnya dengan berbagai macam kelebihan yang ditawarkan. Namun, produk Make Over memiliki urutan kedua dibandingkan dengan competitor lainnya. Maka ditentukan tujuan penelitian yaitu untuk menganalisis Pengaruh Citra Merek, Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Kosmetik Make Over. Populasi dalam penelitian ini adalah Masyarakat DKI Jakarta pengguna produk Make Over, karena ingin mengetahui perilaku konsumen di kota besar pengguna produk Make Over. Metode pengambilan sampel dilakukan dengan metode purposive sampling dengan rumus menggunakan rumus Hair, et al sebanyak 165 responden. Metode analisis data menggunakan Partial Least Square. Hasil yang didapatkan bahwa Citra merek Positif dan Signifikan, Kualitas produk dan Promosi berpengaruh secara positif dan signifikan terhadap keputusan pembelian kosmetik Make over. Kata Kunci : Citra merek, Kualitas Produk, Promosi, Keputusan Pembelian, dan Produk Kecantikan.
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