PUTRI, ELMA WULANDARI (2025) PENGARUH HARGA, KUALITAS PRODUK, BRAND IMAGE, PROMOSI, DISKON TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH PADA ITS MANDALA. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.
![[img]](http://repo.itsm.ac.id/style/images/fileicons/text.png) |
Text
26 X. Skripsi Putri Elma _removed.pdf Restricted to Registered users only Download (1MB) | Request a copy |
Abstract
ABSTRACT This study aims to analyze and determine the partial and simultaneous influence of the variables Price, Product Quality, Brand Image, Promotion, and Discount on the Purchase Decision of Wardah products. The population of this study consists of 60 respondents from the Faculty of Economics at Mandala University Jember who have purchased Wardah products at least twice. This research employs a quantitative method. The data analysis methods used in this study include instrument testing, classical assumption testing, multiple linear regression analysis, coefficient of determination (R²) analysis, and hypothesis testing. The results of the study indicate that, partially, Price and Brand Image have a significant effect on the purchase decision of Wardah products, while Product Quality, Promotion, and Discount do not have a significant partial effect. Simultaneously, Price, Product Quality, Brand Image, Promotion, and Discount have a significant effect on the purchase decision of Wardah products. Keywords: Price, Product Quality, Brand Image, Promotion, Discount, Wardah
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | MANAJEMEN-S1 |
| Depositing User: | KARIM BUDIONO |
| Date Deposited: | 17 Apr 2026 09:25 |
| Last Modified: | 17 Apr 2026 09:25 |
| URI: | http://repo.itsm.ac.id/id/eprint/1741 |
Actions (login required)
 |
View Item |