PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK LIPSTIK MAYBELLINE (STUDI PADA TOKO LINDA KOSMETIK CABANG PALEMBANG SQUARE)

UTARI, ENDANG and Yunita, Dessy (2023) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK LIPSTIK MAYBELLINE (STUDI PADA TOKO LINDA KOSMETIK CABANG PALEMBANG SQUARE). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan kualitas produk yerhadap keputusan pembelian kosmetik Lipstik Maybelline (studi pada Toko Linda Kosmetik Cabang Palembang Square). Metode penelitian yang digunakan adalah metode kuantitatif pengambilan sampel dengan teknin non�probability sampling dengan purposive sampling jumlah sampel sebanyak 100 responden. Analisis data yang digunakan adalah dengan uji t, uji f dan analisis regresi linear berganda. Hasil dari uji t menunjukkan bahwa variabel citra merek tidak berpengaruh secara signifikan terhadap keputusan pembelian kosmetik lipstick Maybelline di Toko Linda cabang Palembang Square. Sedangkan variabel kualitas produk berpengaruh secara parsial terhadap keputusan pembelian. Hasil uji F simultan berpengaruh terhadap keputusan pembelian. Hasil dari analisis regresi linear berganda dengan niali constanta 0,611.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra merek, kualitas produk, keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business H Social Sciences > HF Commerce > HF5429.7-5430.6 Shopping centers. Shopping malls H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HF Commerce > HF5460-5469.5 Department stores. Mail order business. Supermarkets. Convenience stores
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Endang Utari
Date Deposited:	29 Aug 2023 04:36
Last Modified:	29 Aug 2023 04:36
URI:	http://repository.unsri.ac.id/id/eprint/127914

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