Yuliati, Crista Nur Eka (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH (STUDI PADA MAHASISWA UNIVERSITAS STIKUBANK SEMARANG). Undergraduate thesis, Universitas Stikubank.
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Abstract
Perkembangan dinamikaausaha semakin menantang sehingga pembisnis harus dapat menjadikan tantangan tersebut4sebagai peluang untuk dapat bersaing dan bertahanndi masa yangyakan datang. Tujuan penelitiannini adalah untuk menguji dan menganalisis7pengaruh kualitas produk, citra merek,ppersepsi harga dan word of mouth4terhadap keputusan pembelian produk kosmetik Wardah. populasi2dalam penelitiannini adalah semua mahasiswa Universitas Stikubank Semarang yang pernah membeli dan menggunakan produk kosmetik merek Wardah. Sampel yang digunakan sebanyak 100 responden,ddengan menggunakan purposive sampling. Metode analisis datappenelitian menggunakan regresi linier berganda. Hasil penelitian ini menunjukkan bahwa (1)kkualitas produkkberpengaruh positif dan signifikan terhadap keputusan3pembelian produk kosmetik Wardah, (2) citra merek berpengaruhmpositif tidak signifikan terhadap keputusan pembelian produk2kosmetik Wardah, (3) persepsi harga berpengaruhnpositif dan signifikan terhadap keputusan pembeliannproduk kosmetik Wardah dan (4) word offmouth berpengaruh positifftidak signifikan terhadap keputusanmpembelian produk kosmetik Wardah. The development4of increasingly challenging business4dynamics so that the businessman should be able to make these challenges as opportunitiessto compete and survive in the future. The purpose of this study wasmto examine and analyze the effect of productmquality, branddimage, price perception and worddof mouth to the purchasinggdecision Wardah cosmetic products. population in this study were all students at the University Stikubank Semarang ever buy and use the brand cosmetic products Wardah. Used as a sample of 100 respondents,uusing purposive sampling. Methodssof data analysis using multiple linear regression. The results of this study indicate4that (1) the quality of the product positive anddsignificant effect on purchasing decisions cosmetic4products Wardah, (2) the brand image5positive effect did not significantly influence the purchasing decision of cosmetic4products Wardah, (3) the perceptionnof price positive and3significant effect on product2purchasing decisions cosmetic Wardah and (4) the worddof mouth is not significantppositive effect0on purchasing decisions Wardah cosmetic products.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1590 NIM.16.05.51.0248 |
| Uncontrolled Keywords: | Kata kunci : Kualitasmproduk, Citra merek, Persepsi harga, Word of mouth, Keputusan pembelian. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 22 Apr 2020 03:43 |
| Last Modified: | 22 Apr 2020 03:43 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6469 |
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