BELA, MUNIKA SARI (2022) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KOSMETIK WARDAH (Studi kasus pada mahasiswi di Jember). Skripsi thesis, STIE Mandala.

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Abstract

ABSTRACT THE EFFECT OF PRODUCT QUALITY, BRAND, AND PRICE ON PURCHASING DECISIONS ON WARDAH COSMETIK PRODUCTS (A Case Study On Female Students In Jember) Bela Munika Sari, Muhaimin Dimyati, Helmi Agus Salim Belamunika39@gmail.com, dimyati@stie-mandala.ac.id, helmi@stie-mandala.ac.id This study aims to examine the effect of product quality, brand image, and price on purchasing decisions on Wardah cosmetic products. The research data was obtained from distributing questionnaires to the research object with a sampling technique using purposive sampling. This type of research is quantitative. Respondents in this study were female students in Jember with a total of 40 respondents. Data analysis in this study used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Determination Test (R2), t Test, F Test. The results of this study indicate that product quality, brand image, and the price has a significant effect partially or simultaneously, this is evidenced by the value of tcount > ttable and the test value of Fcount > Ftable. The coefficient of determination (R2) is 0.786, which means that purchasing decisions can be explained by variables of product quality, brand image, and price of 78.6%, while 21.4% is explained by other variables not included in this study. Keywords : Product Quality, Brand Image, Price, Purchasing Decisions

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	08 Feb 2025 02:01
Last Modified:	08 Feb 2025 02:01
URI:	http://repo.itsm.ac.id/id/eprint/769

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