RETNO, BUDI AYUNINGTIYAS (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK, PROMOSI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK SARIAYU PADA MAHASISWI STIE MANDALA JEMBER. Skripsi thesis, STIE Mandala.

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Abstract

ABSTRACT THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, PROMOTION AND PRICE ON THE PURCHASING DECISION OF SARIAYU COSMETICS FOR STIE MANDALA JEMBER STUDENTS This study aims to determine and analyze the influence of brand image, product quality, promotion and price simultaneously and partially on the purchasing decisions of Sariayu cosmetics for the STIE Mandala Jember students. The population in this study were STIE Mandala Jember students who had bought or used Sariayu cosmetics. The sampling technique used purposive sampling with a sample size of 50 respondents. The method in this study is quantitative with multiple linear regression analysis techniques. The data were processed using the SPSS version 21 application and the data analysis used was a validity test, reliability test, classical assumption test, multiple linear regression analysis test, coefficient of determination test and hypothesis testing. Based on the results of the study indicate that the variable brand image, product quality, promotion and price simultaneously effect purchasing decisions, brand image variables partially have does not effect on purchasing decisions, product quality partially has no effect on purchasing decisions, promotions partially affect purchasing decisions. , and the price partially has no effect on the decision to purchase Sariayu cosmetics for STIE Mandala Jember students. Keywords: Brand Image, Product Quality, Promotion, Price, Purchase Decision

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HJ Public Finance
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 01:58
Last Modified:	08 Feb 2025 01:59
URI:	http://repo.itsm.ac.id/id/eprint/755

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