Aprilia, Syifa (2022) PENGARUH HARGA, KUALITAS PRODUK, DAN BRAND AMBASSADOR TERHADAP PROSES KEPUTUSAN PEMBELIAN PRODUK MS GLOW. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menguji apakah Harga, Kualitas Produk, dan Brand ambassador mempengaruhi terhadap Proses Keputusan Pembelian Produk MS Glow (Studi Kasus Pada Konsumen Produk Kecantikan MS Glow di Kecamatan Tanjung Priok Jakarta Utara) Jenis penelitian ini adalah kuantitatif dengan menggunakan metode survei. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah metode purposive sampling dengan jumlah 97 konsumen produk kecantikan MS Glow di Kecamatan Tanjung Priok Jakarta Utara. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Analisis yang digunakan adalah koefisien determinasi diolah menggunakan SPSS versi 25.0 Hasil penelitian menunjukan bahwa (1) Harga berpengaruh signifikan terhadap proses keputusan pembelian pada konsumen MS Glow di Kecamatan Tanjung Priok, (2) Kualitas Produk berpengaruh signifikan terhadap proses keputusan pembelian pada konsumen MS Glow di Kecamatan Tanjung Priok, (3) Brand ambassador tidak berpengaruh secara signifikan terhadap proses keputusan pembelian pada konsumen MS Glow di Kecamatan Tanjung Priok. Kata Kunci: Harga, Kualitas Produk, Brand Ambassador, dan Proses Keputusan Pembelian. ABSTRACT This study aims to examine whether Price, Product Quality, and Brand Ambassadors affect the Process of Purchase Decision of MS Glow Products (Case Study on Consumers of Beauty Products MS Glow in Tanjung Priok District, North Jakarta). This type of research is quantitative using a survey method. The sampling technique used in this study was purposive sampling method with a total of 97 consumers of MS Glow beauty products in Tanjung Priok District, North Jakarta. The data collection technique uses a questionnaire that has been tested for validity and reliability. The analysis used is the coefficient of determination which is processed using SPSS version 25.0. The results showed that (1) Price had a significant effect on process purchasing decisions of MS Glow consumers in Tanjung Priok District, (2) Product quality had a significant effect on process purchasing decisions of MS Glow consumers in Tanjung Priok District, (3) Brand Ambassadors had no significant effect on process purchasing decisions of MS Glow consumers in Tanjung Priok District. Keywords: Price, Product Quality, Brand Ambassador, and Process of Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | SYIFA APRILIA | ||||||||
| Date Deposited: | 23 Nov 2022 02:35 | ||||||||
| Last Modified: | 23 Nov 2022 02:35 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/8864 |
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