PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAYBELLINE PADA MAHASISWI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG

SAVITRI, SHAFIRA ADRISTI LINGGA and Maulana, Ahmad and Rosa, Aslamia (2023) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MAYBELLINE PADA MAHASISWI FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011381823129.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_61201_01011381823129_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (10MB) | Request a copy
	Text RAMA_61201_01011381823129_0025127510_0029057208_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_61201_01011381823129_0025127510_0029057208_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (198kB) | Request a copy
	Text RAMA_61201_01011381823129_0025127510_0029057208_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (181kB) | Request a copy
	Text RAMA_61201_01011381823129_0025127510_0029057208_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (382kB) | Request a copy
	Text RAMA_61201_01011381823129_0025127510_0029057208_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (8kB) | Request a copy
	Text RAMA_61201_01011381823129_0025127510_0029057208_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (80kB) | Request a copy
	Text RAMA_61201_010113818231290025127510_0029057208_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (282kB) | Request a copy

Abstract

This study aims to determined the influence of brand image and product quality on the purchasing decisions for Maybelline cosmetics on female students of the Faculty of Economics at Sriwijaya University in Palembang. This study is a quantitative research and data obtained through a questionnaire. The sample in this study amounted to 100 respondents using purposive sampling method. The analysis technique used in this study is multiple linear regression analysis, t-test, and F-test. The results of this study indicate that both brand image and product quality simultaneous have a positive and significant effect on purchasing decisions. Partially, brand image has a positive effect on purchasing decisions, but nonsignificant. Whereas product quality has a positive and significant effect on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra Merek, Kualitas Produk, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Shafira Adristi Lingga Savitri
Date Deposited:	11 Jul 2023 07:56
Last Modified:	11 Jul 2023 07:56
URI:	http://repository.unsri.ac.id/id/eprint/115541

Actions (login required)

View Item