PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT

MAHARANI, KHANIA INTAN (2024) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Currently, Indonesia has many local skincare brands that are in great demand by the public with various advantages offered. An example of a skin care product brand is Scarlett, the Scarlett brand has the second place compared to other competitors. So this study aims to analyze the effect of brand image, product quality, and promotion on purchasing decisions for Scarlett products in DKI Jakarta. The population in this study is the DKI Jakarta community of Scarlett skin care users, because the exact number is unknown. Sampling using purposive sampling technique and obtained as many as 165 respondents using the Hair, et al formula. The data analysis method uses Partial Least Square version 4.0. This study proves that brand image has a significant influence on purchasing decisions, product quality has a significant influence on purchasing decisions and promotions have a significant influence on purchasing decisions. Keywords: Brand Image, Product Quality, Promotion, Purchasing Decisions, and Beauty. Saat ini di Indonesia memiliki banyak merek perawatan kulit lokal yang banyak diminati oleh masyarakat dengan berbagai macam kelebihan yang ditawarkan. Contoh merek produk perawatan kulit yaitu Scarlett, merek Scarlett memiliki urutan kedua dibandingkan kompetitor lainnya. Maka penelitian ini bertujuan untuk menganalisis Pengaruh Citra Merek, Kualitas Produk, dan Promosi Terhadap Keputusan Pembelian Produk Scarlett di DKI Jakarta. Populasi dalam penelitian ini adalah Masyarakat DKI Jakarta pengguna perawatan kulit Scarlett, karena yang jumlahnya tidak diketahui secara pasti. Pengambilan sampel menggunakan teknik purposive sampling dan didapat sebanyak 165 responden dengan menggunakan rumus Hair, et al. Metode analisis data menggunakan Partial Least Square versi 4.0. Penelitian ini membuktikan bahwa citra merek memiliki pengaruh signifikan terhadap keputusan pembelian, kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian dan promosi memiliki pengaruh yang signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Promosi, Keputusan Pembelian, dan Kecantikan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 24 238
Call Number: SE/31/24/182
NIM/NIDN Creators: 43120010085
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Promosi, Keputusan Pembelian, dan 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
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 31 Jul 2024 08:09
Last Modified: 31 Jul 2024 08:09
URI: http://repository.mercubuana.ac.id/id/eprint/89977

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