Pengaruh brand name, ingredient safe dan sales promotion terhadap keputusan pembeliaan pembersih wajah
Info Katalog
File Repositori
Nomor Panggil : 022001801133
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2022
Pembimbing 1 : Robert Kristaung
Subyek : Marketing - Management
Kata Kunci : brand name, ingredient safety
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TA_SMJ_022001801133_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001801133_Lembar-P-engesahan1.pdf | 6 | |
| 3. | 2022_TA_SMJ_022001801133_-Bab-1-Pendahuluan.pdf | 11 | |
| 4. | 2022_TA_SMJ_022001801133_Bab-2-Tinjaaun-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001801133_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001801133_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001801133_Bab-5-Kesimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001801133_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001801133_Lampiran.pdf |
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T ujuan dari penelitian ini adalah untuk menganalisa pengaruh Brand Name, IngredientSafety dan Sales Promotion terhadap Keputusan Pembelian Pembersih Wajah padaProduk Biore. Data diperoleh dengan menyebarkan kuesioner secara online kepadakonsumen iyang imenggunakan iproduk ipembersih iwajah iBiore dan pernah menggunakanproduk 5 kali dalam kurun waktu 3 bulan terakhir. Jumlah sampel sebanyak 164responden dan teknik pengambilan sampel yang digunakan adalah purposive sampling.Metode analisis data yang digunakan pada penelitian ini untuk menganalisa pengaruhantar variabel-variabel yang dimiliki menggunakan metode Structural Equation Model(SEM) dengan bantuan software AMOS 24.Hasil penelitian menunjukkan bahwa terdapat pengaruh positif Brand Name terhadapkeputusan pembelian. Terdapat pengaruh positif Ingredient Safety terhadap keputusanpembelian dan terdapat pengaruh positif Sales Promotion terhadap keputusanpembelian. Keterbatasan penelitian ini yaitu peneliti hanya menguji variabel brandname, ingridient safety dan sales promotion terhadap keputusan pembelian konsumen,diharapkan untuk penelitian selanjutnya menambahkan variabel lain seperti celebrityendorser, trust, perceived value dan lainnya.
T he purpose of this study was to analyze the effect of Brand Name, Ingredient Safety andSales Promotion on the Purchase Decision of Facial Cleanser on Biore Products. Thedata was obtained by distributing questionnaires online to consumers who used theBiore facial cleanser and had used the product 5 times in the last 3 months. The numberof samples was 164 respondents and the sampling technique used is purposive sampling.The data analysis method used in this study was to analyze the influence between thevariables possessed using the Structural Equation Model (SEM) method with the help ofAMOS 24 software.The results showed that there is a positive influence of Brand Name on purchasingdecisions. There is a positive influence of Ingredient Safety on purchasing decisions andthere is a positive influence of Sales Promotion on purchasing decisions. The limitationof this research is that the researcher only tested the variables of brand name, materialsafety and sales promotion on consumer purchasing decisions. It is hoped that furtherresearch will add other variables such as celebrity endorser, trust, perceived value andothers.
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