PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG

KARISMA, ELMA and Fitrianto, Mohammad Eko (2025) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG. Undergraduate thesis, Sriwijaya University.

	Text RAMA_61201_01011382126183_cover.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (631kB)
	Text RAMA_61201_01011382126183.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy
	Text RAMA_61201_01011382126183_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (9MB) | Request a copy
	Text RAMA_61201_01011382126183_0013078306_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_61201_01011382126183_0013078306_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (409kB) | Request a copy
	Text RAMA_61201_01011382126183_0013078306_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (368kB) | Request a copy
	Text RAMA_61201_01011382126183_0013078306_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (404kB) | Request a copy
	Text RAMA_61201_01011382126183_0013078306_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (179kB) | Request a copy
	Text RAMA_61201_01011382126183_0013078306_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (235kB) | Request a copy
	Text RAMA_61201_01011382126183_0013078306_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (505kB) | Request a copy

Abstract

This study aims to examine the influence of brand image and product quality on the purchasing decision of Scarlett Whitening Body Lotion among students of the Faculty of Economics at Sriwijaya University, Palembang, both partially and simultaneously. The type of research used in this study is quantitative, with a sample of 100 respondents calculated using the Lemeshow formula. The data used in this study is primary data obtained through the distribution of questionnaires, both directly and via Google Forms, shared with active undergraduate female students of the Faculty of Economics at Sriwijaya University, Palembang, aged 19–23 years, who are users or have purchased Scarlett Whitening Body Lotion at least one times in the past three months. The results of the study indicate that brand image and product quality have a positive and significant influence on the purchasing decision of Scarlett Whitening Body Lotion, both partially and simultaneously. Among the two variables studied, brand image has the most dominant influence Keywords: Brand; Product Qualiy; Buying Decision

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	citra merek, kualitas produk dan keputusan pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Elma Karisma
Date Deposited:	21 Jul 2025 04:13
Last Modified:	21 Jul 2025 04:13
URI:	http://repository.unsri.ac.id/id/eprint/179216

Actions (login required)

View Item