PENGARUH CITRA MEREK, KUALITAS PRODUK, PROMOSI DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (Studi Kasus Pada Mahasiswi Di STEI Rawamangun)

Mega, Ersya (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK, PROMOSI DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC (Studi Kasus Pada Mahasiswi Di STEI Rawamangun). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

This study aims to provide an explanation of how the influence of the independent variables, namely brand image (X1), product quality (X2), promotion (X3), and e-WOM (X4) on the dependent variable, namely purchase decision (Y). This study used a quantitative approach associative research, measured using the SmartPLS software version 3.2.9. This study used a quantitative method by distributing questionnaires as a sample. The population of this research is all users of Skintific products, the sample of this research is all users of Skintific products in STEI Rawamangun students’ class of 2019-2022 users of Skintific products. The data used in this research is primary data. Data collection techniques using googleform. The results of the study prove that (1) There is an influence of brand image on purchasing decisions (2) There is no effect of product quality on purchasing decisions (3) There is no influence of promotion on purchasing decisions (4) There is an influence of e-WOM on purchasing decisions Penelitian ini bertujuan untuk mengetahui pengaruh variabel bebas yaitu citra merek (X1), kualitas produk (X2), promosi (X3), dan e-WOM (X4) terhadap variabel terikat yaitu keputusan pembelian (Y). Penelitian ini menggunakan jenis penelitian asosiatif pendekatan kuantitatif, diukur menggunakan bantuan software SmartPLS versi 3.2.9. Penelitian ini menggunakan metode kuantitatif melalui penyebaran kuesioner sebagai pengambilan sampel. Populasi dari penelitian ini adalah seluruh pengguna produk Skintific, Sampel dari penelitian ini adalah seluruh mahasiswi di STEI Rawamangun pada angkatan 2019-2022 pengguna produk Skintific. Data yang digunakan pada penelitian ini berupa data primer. Teknik pengumpulan data menggunakan googleform. Hasil penelitian membuktikan bahwa (1) Terdapat pengaruh citra merek terhadap keputusan pembelian (2) Tidak terdapat pengaruh kualitas produk terhadap keputusan pembelian (3) Tidak terdapat pengaruh promosi terhadap keputusan pembelian (4) Terdapat pengaruh e-WOM terhadap keputusan pembelian

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Ramaditya, Muhammad NIDN321118901 ramaditya@stei.ac.id
Uncontrolled Keywords:	Citra Merek, Kualitas Produk, Promosi, e-WOM, Pembelian
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Ersya Mega
Date Deposited:	13 Jun 2023 04:32
Last Modified:	13 Jun 2023 04:32
URI:	http://repository.stei.ac.id/id/eprint/10124

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