PENGARUH KUALITAS PRODUK DAN PROMOSI, TERHADAP PROSES KEPUTUSAN PEMBELIAN DERMATIX YANG DIMEDIASI OLEH CITRA MERK

Oktriani, Tri (2020) PENGARUH KUALITAS PRODUK DAN PROMOSI, TERHADAP PROSES KEPUTUSAN PEMBELIAN DERMATIX YANG DIMEDIASI OLEH CITRA MERK. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, promosi, citra merek terhadap keputusan pembelian Dermatix di DKI Jakarta dan pengaruh tidak langsung kualitas produk terhadap keputusan pembelian yang di mediasi citra merek, pengaruh promosi terhadap keputusan pembelian yang dimediasi citra merek. Strategi penelitian yang digunakan yaitu strategi asosiatif. Populasi pada penelitian ini adalah pengguna Dermatix yang berada di DKI Jakarta. Sampel yang diambil sebanyak 100 responden dengan kriteria pengguna Dermatix minimal 2kali pemakaian. Teknik pengambilan sampel yang digunakan yaitu purposive sampling dengan isntrumen pengumpulan data berupa kuesioner. Data yang diambil adalah data primer. Penelitian ini menggukan path analysis dengan metode Partial Least Square yaitu menggunakan warpPLS 6.0. Hasil penelitian menyatakan, kualitas produk berpengaruh negative terhadap keputusan pembelian. Kualitas produk berpengaruh positif terhadap citra merek. Promosi berpengaruh positif terhadap keputusan pembelian. Promosi berpengaruh positif terhadap citra merek. Citra merek berpengaruh positif terhadap keputusan pembelian. Untuk efek mediasi, citra merek memediasi kualitas produk terhadap keputusan pembelian dan citra merek memediasi secara penuh promosi terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Promosi, Citra Merek, Proses Keputusan Pembelian Dermatix This study aims to determine the impact of product quality, promotion, brand image on Dermatix purchasing decisions in DKI Jakarta and the indirect impact of product quality on purchasing decisions mediated by brand image, the impact of promotions on purchasing decisions mediated by brand image. The research strategy used is an associative strategy. The population in this study is Dermatix users in DKI Jakarta. The samples were taken from 100 respondents who fit the Dermatix usage criteria, at least two times of use. The sampling technique used was purposive sampling by collecting instrument data in the form of a questionnaire. The data taken is primary data. This study uses path analysis using the Partial Least Square method which using warpPLS 6.0. The results of this study showed that quality of product has a negative impact on purchasing decisions. Quality of product has a positive impact on brand image. Promotion has a positive impact on purchasing decisiona. Promotion has a positive impact on brand image. Brand image has a positive impact on purchasing decisions. For the mediating impact, brand image mediates product quality towards purchasing decisions and brand image mediates fully promotion of purchasing decisions. Keyword: Product Quality, Promotion, Brand Image, Decision Process Dermatix Purchase

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Chandra, Rama UNSPECIFIED rama_stei@yahoo.co.id
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	Users 985 not found.
Date Deposited:	10 Dec 2020 03:03
Last Modified:	10 Dec 2020 03:03
URI:	http://repository.stei.ac.id/id/eprint/1413

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