Permata Sari, Yani (2019) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH (Studi Kasus Pelanggan Wardah di Swalayan Lulu Hypermarket & Departemen Store Cakung). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
Abstract This study aims to determine the effect of product quality, brand image, and price on wardah lipstick purchase decisions (Case Study of Wardah Customers at Lulu Hypermarket Supermarket & Cakung Store Department) The research method used is the survey method, using a questionnaire as a data collection tool. The population in this study were Wardah lipstick buyers. The sample used for this study were 100 people. The analytical method used is regression, coefficient of determination and hypothesis testing. Based on the results and discussion, partial hypothesis testing shows that there is a significant positive effect on product quality on Wardah's lipstick purchase decision, partially there is a significant positive effect on brand image on Wardah's lipstick purchase decision, partially there is a significant positive price effect on Wardah's lipstick purchase decision and simultaneously there is a significant positive effect on product quality, brand image and price on Wardah's lipstick purchase decision at the Lulu Hypermarket Supermarket & Cakung Store Department. Keywords: Product Quality, Brand Image, Price, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 06 Jan 2022 02:51 | ||||||||
| Last Modified: | 06 Jan 2022 02:51 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6672 |
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