PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LIPSTIK WARDAH (Studi Kasus Pelanggan Wardah di Swalayan Lulu Hypermarket & Departemen Store Cakung)
Total View This Week0

Institusion

Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta

Author

Permata Sari, Yani

Subject

Manajemen Pemasaran 

Datestamp

2022-01-06 02:51:45 

Abstract :
Abstract This study aims to determine the effect of product quality, brand image, and price on wardah lipstick purchase decisions (Case Study of Wardah Customers at Lulu Hypermarket Supermarket & Cakung Store Department) The research method used is the survey method, using a questionnaire as a data collection tool. The population in this study were Wardah lipstick buyers. The sample used for this study were 100 people. The analytical method used is regression, coefficient of determination and hypothesis testing. Based on the results and discussion, partial hypothesis testing shows that there is a significant positive effect on product quality on Wardah's lipstick purchase decision, partially there is a significant positive effect on brand image on Wardah's lipstick purchase decision, partially there is a significant positive price effect on Wardah's lipstick purchase decision and simultaneously there is a significant positive effect on product quality, brand image and price on Wardah's lipstick purchase decision at the Lulu Hypermarket Supermarket & Cakung Store Department. Keywords: Product Quality, Brand Image, Price, Purchase Decision 

File :
COVER.pdf
BAB 1.pdf
BAB 2.pdf
BAB 3.pdf
BAB 4.pdf
BAB 5.pdf