ANALISIS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PT. LOREAL INDONESIA DENGAN PRODUK (MAYBELLINE) (Studi kasus di pasar Baru Jakarta Pusat)

Chatami, Muhammad Dandi (2022) ANALISIS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PT. LOREAL INDONESIA DENGAN PRODUK (MAYBELLINE) (Studi kasus di pasar Baru Jakarta Pusat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

Penelitian ini untuk mengetahui bagaimana pengaruh produk, harga, promosi terhadap keputusan pembelian konsumen kosmetik PT. Loreal Indnesia dengan produk (Maybelline) di Pasar Baru Jakarta Pusat. Strategi dalam penelitian ini adalah penelitian asosiatif dengan pendekatan kuantitatif sebagai metoda penelitian. Populasi dalam penelitian ini adalah seluruh pengunjung toko kosmetik di pasar Baru yang berjumlah 980 orang berdasarkan dari jumlah pengunjung di bulan Mei 2021. Penelitian ini menggunakan data primer dengan penyebaran kuesioner. Sampel dalam penelitian ini sebanyak 91 responden. Metoda analisis yang digunakan dalam penelitian ini adalah spss. Peneliti produk kosmetik Maybelline menunjukkan bahwa variabel harga, produk, dan promosi berpengaruh positif terhadap keputusan pembelian produk kosmetik maybelline. Dari seluruh variabel harga, produk, dan promosi yang didapat setelah pengujian, variabel promosi yang mempunyai pengaruh paling dominan dan signifikan dalam keputusan pembelian kosmetik maybelline Indonesia. This research is to find out how the influence of product, price, promotion on the purchasing decisions of cosmetic consumers of PT. Loreal Indonesia with products (Maybelline) at Pasar Baru, Central Jakarta. The strategy in this research is associative research with a quantitative approach as a research method. The population in this study were all cosmetic shop visitors in Pasar Baru, totaling 980 people based on the number of visitors in May 2021. This study used primary data by distributing questionnaires. The sample in this study were 91 respondents. The analytical method used in this study is SPSS. Maybelline cosmetic product researchers, it shows that price, product, and promotion variables have a positive effect on purchasing decisions Maybelline cosmetic products. Of all the price, product, and promotion variables obtained after testing, the promotion variable has the most dominant and significant influence on the purchasing decision of Maybelline Indonesia's cosmetics.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorMaliki, FarmansjahNIDN0303126803farmansjah@stei.ac.id
Uncontrolled Keywords: Produk, Harga, Promosi, Dan Keputusan Pembelian.
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Muhammad Dandi Chatami
Date Deposited: 20 Dec 2022 03:28
Last Modified: 20 Dec 2022 03:28
URI: http://repository.stei.ac.id/id/eprint/9097

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