Suciasari, Isti (2020) Pengaruh Citra Merk, Persepsi Harga dan Word of Mouth terhadap Keputusan Pembelian (Studi pada Konsumen Wardah di Elisha Beauty, Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Latar belakang masalah dalam penelitian. ini adalah mengungkapkan bahwa permasalahan pada kosmetik Wardah saat ini adalah adanya penurunan penjualan kosmetik Wardah di Kota Semarang, salah satunya di Elisha Beauty. Tujuan daripenelitian ini yaitu untuk menganalisis “pengaruh citra merk, persepsi harga, dan wordof mouth pada toko Elisha Beauty” terhadap keputusan pembelian kosmetik merkWardah. Konsumen kosmetik Wardah di Toko Elisha Beauty merupakan objek dalampenelitian ini. Sampel penelitian yang digunakan adalah 100 orang konsumen Elisha Beauty. Alat yang digunakan dalam penelitian ini adalah analisis regresi linier berganda. Hasil yang didapat dalam penelitian ini yaitu bahwa ”citra merk berpengaruh positif dan signifikan terhadap keputusan pembelian”. “Persepsi harga mempunyai pengaruh positif dan signifikan terahadap keputusan pembelian”. “WOM berpengaruh poisitif dan siginifikan terhaadap keputusan pembelian”. The background problem in research this is revealing that the problem with Wardah cosmetics at the moment is the decline in Wardah cosmetic sales in the city of semarang, one of which is Elisha Beauty. The purpose of this study is to analyze the “influace of brand image, price perception, and word of mouth at Elisha Beauty stores”on the purchase decision of wardah brand cosmetics. Wardah cosmetics consumers at Elisha Beauty Shop are the object of this research sample used was 100 Elisha Beauty consumers. The tool used in this study is multiple linear regression analysis. The result obtained in this study are that “brand image has a positive and significant impact on purchasing decisions”. “Price perception has a positive and significant impact on purchasing decisions”. “WOM has a significant and significant influence on purchasing decisions”.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1614 NIM.15.05.61.0020 |
| Uncontrolled Keywords: | citra merk, persepsi harga, word of mouth, keputusaan 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: | 08 May 2020 02:18 |
| Last Modified: | 08 May 2020 02:18 |
| URI: | http://eprints.unisbank.ac.id/id/eprint/6690 |
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