Dina Tri Lestari, Dina (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK WARDAH (Studi Kasus Pada Toko Watsons Mall Bassura). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui adanya pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian kosmetik Wardah pada Toko Watsons Mall Bassura. Kualitas produk, citra merek, dan harga sebagai variabel dependen, sedangkan indikator keputusan pembelian sebagai variabel independen. Penelitian ini menggunakan jenis penelitian asosiatif, dengan pendekatan kuantitatif kemudian dianalisis dengan menggunakan regresi linier berganda dengan software SPSS 25.00. Populasi dari penelitian ini adalah konsumen Wardah. Sampel diambil dengan metode purposive sampling dengan sampel sebanyak 104 konsumen. Data yang digunakan dalam penelitian ini berupa data primer dan data sekunder. Teknik pengumpulan data menggunakan Google Form yang diukur dengan skala Likert. Secara parsial, kualitas produk berpengaruh positif namun tidak signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, kualitas produk, citra merek, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian kosmetik Wardah pada Toko Watsons Mall Bassura. Kata Kunci: kualitas produk, citra merek, harga, keputusan pembelian, kosmetik Wardah. ABSTRACT This study aims to determine the effect of product quality, brand image, and price on purchasing decisions for Wardah cosmetics at the Watsons Mall Bassura Store. Product quality, brand image, and price as dependent variables, while purchasing decision indicators as independent variables. This study uses associative research, with a quantitative approach and then analyzed using multiple linear regression with SPSS 25.00 software. The population of this research is Wardah consumers. Samples were taken by purposive sampling method with a sample of 104 consumers. The data used in this study are primary data and secondary data. Data collection techniques using Google Form as measured by a Likert scale. Partially, product quality has a positive but not significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and price has a positive and significant effect on purchasing decisions. Simultaneously, product quality, brand image, and price have a positive and significant effect on purchasing decisions for Wardah cosmetics at the Watsons Mall Bassura Store. Keywords: product quality, brand image, price, purchasing decisions, Wardah cosmetics.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DINA TRI LESTARI | ||||||||
| Date Deposited: | 10 Oct 2021 14:11 | ||||||||
| Last Modified: | 10 Oct 2021 14:11 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5458 |
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