Trihandono, Novie Agung (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK HERBORIST (Studi Empiris Pada Konsumen PT. Victoria Care Indonesia Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Kualitas Produk, Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Kosmetik Herborist. Obyek penelitian dalam penulisan ini adalah Konsumen PT. Victoria Care Indonesia Semarang. Teknik pengambilan sampel dalam penelitian ini adalah menggunakan teknik purposive sampling dengan jumlah responden 100 orang. Alat analisis datayang digunakan dalam penelitian ini adalah Analisis Regresi Linier Berganda, dimana sebelumnya dilakukan uji Validitas dan Reliabilitas. Adapun hasil penelitiannya adalah : (1) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, semakin baik kualitas produk pada kosmetik Herborist, maka akan meningkatkan tingkat keputusan pembelian. (2) Persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, semakin murah dan rendah persepsi harga yang diberikan PT. Victoria Care Indonesia, maka akan meningkatkan tingkat keputusan pembelian. (3) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, semakin baik promosi yang diberikan oleh PT. Victoria Care Indonesia Semarang, maka akan meningkatkan keputusan pembelian. This study aims to examine and analyze the Effect of Product Quality, Price Perception and Promotion of Purchasing Decisions on Herborist Cosmetics. The object of research in this paper is the Consumer of PT. Victoria Care Indonesia Semarang. The sampling technique in this study was to use purposive sampling technique with 100 respondents. The data analysis tool used in this study is Multiple Linear Regression Analysis, which was previously tested for Validity and Reliability. The results of his research are: (1) Product quality has a positive and significant effect on purchasing decisions, the better the quality of the product in Herborist cosmetics, the higher the level of purchasing decisions. (2) Price perception has a positive and significant effect on purchasing decisions, the cheaper and lower the price perception given by PT. Victoria Care Indonesia, it will increase the level of purchasing decisions. (3) Promotion has a positive and significant effect on purchasing decisions, the better the promotion given by PT. Victoria Care Indonesia Semarang, it will improve purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1600 NIM.13.05.51.0277 |
| Uncontrolled Keywords: | Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Terhadap 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: | 04 May 2020 04:42 |
| Last Modified: | 04 May 2020 04:42 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6580 |
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