PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MEREK MAYBELLINE DI PT. HERO SUPERMARKET, TBK. (GUARDIAN PIM PALEMBANG)

Nurliana, N (2023) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MEREK MAYBELLINE DI PT. HERO SUPERMARKET, TBK. (GUARDIAN PIM PALEMBANG). S-1 thesis, 021008-Universitas Tridinanti Palembang.

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Abstract

ABSTRAK Nurliana, Pengaruh Citra Merek, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Kosmetik Merek Maybelline di Pt. Hero Supermarket, Tbk. (Guardian PIM Palembang). (Dibawah bimbingan Bapak Rudi Chairuddin,SE,MP dan Ibu Umi Hasanah,SE.MM) Tujuan penelitian ini adalah untuk mengetahui pengaruh Citra Merek, Harga dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Merek Maybelline di Pt. Hero Supermarket Tbk (Guardian PIM Palembang). Sampel penelitian ini adalah konsumen yang berbelanja produk kosmetik Maybelline di Guardian PIM Palembang berjumlah 95 orang. Teknik analisis yang digunakan adalah metode analisis deskriptif dan analisis regresi linier berganda dengan menggunakan spss 26.0 for windows. Hasil penelitian ini menunjukan bahwa : 1) Citra Merek tidak berpengaruh postif dan signifikan terhadap keputusan pembelian Maybelline di Guardian PIM Palembang; 2) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian Maybelline di Guardian PIM Palembang; 3) Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian Maybelline di Guardian PIM Palembang; 4) Citra Merek tidak berpengaruh postif sedangkan Harga dan Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian Maybelline di Guardian PIM Palembang. Citra Merek, Harga dan Kualitas Produk memiliki kemampuan menjelaskan pengaruhnya terhadap variabel Keputusan Pembelian sebesar 62,9% dan sisanya sebesar 37,1% dipengaruhi oleh variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci : Citra Merek, Harga dan Kualitas Produk ABSTRACT Nurliana, The Effect of Brand Image, Price and Product Quality on Purchase Decisions for Maybelline Brand Cosmetics at Pt. Hero Supermarket, Tbk. (Palembang PIM Guardian). (Under the guidance of Mr. Rudi Chairuddin, SE, MP and Mrs. Umi Hasanah, SE.MM) The purpose of this study was to determine the effect of Brand Image, Price and Product Quality on Purchase Decisions for Maybelline Brand Cosmetics at Pt. Hero Supermarket Tbk (Guardian PIM Palembang). The sample of this research is 95 consumers who shop for Maybelline cosmetic products at Guardian PIM Palembang. Determination of the sample using a slovin sample. The analysis technique used is descriptive analysis method and multiple linear regression analysis using SPSS 26.0 for windows. The results of this study indicate that: 1) Brand image has a positive and significant effect on Maybelline purchasing decisions at Guardian PIM Palembang; 2) Price has a positive and significant effect on Maybelline purchasing decisions at Guardian PIM Palembang; 3) Product quality has a positive and significant effect on Maybelline purchasing decisions at Guardian PIM Palembang; 4) Brand Image, Price and Product Quality have a positive and significant effect on Maybelline purchasing decisions at Guardian PIM Palembang. Brand Image, Price and Product Quality have the ability to explain their influence on the Purchasing Decision variable by 62.9% and the remaining 37.1% is influenced by other variables not included in this study. Keywords: Brand Image, Price and Product Quality

Item Type:	Thesis (S-1)
Subjects:	H Social Sciences > HC Economic History and Conditions
Depositing User:	Ms Nurliana N
Date Deposited:	18 Apr 2023 04:36
Last Modified:	18 Apr 2023 04:36
URI:	http://repository.univ-tridinanti.ac.id/id/eprint/6748

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