PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT WANITA SOFTEX (SURVEY KONSUMEN MAHASISWI FAKULTAS EKONOMI MANAJEMEN UNIVERSITAS NEGERI JAKARTA ANGKATAN 2010-2014)

YUYUN, YUYUN (2016) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PEMBALUT WANITA SOFTEX (SURVEY KONSUMEN MAHASISWI FAKULTAS EKONOMI MANAJEMEN UNIVERSITAS NEGERI JAKARTA ANGKATAN 2010-2014). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Yuyun, 2016; Effect of Product Quality, Price Perception and Brand Image on Purchase Decision Tampons Softex. Thesis, Jakarta: Concentration in Marketing Management, Program Management, Department of Management, Faculty of Economics, State University of Jakarta. Team Advisor: Dr. Mohamad Rizan SE. MM and Dra. Basrah Saidani, M.Sc. The purpose of this study is: 1) To find out about the quality of the product description, price and brand image on purchase napkins Softex. 2) To test empirically the impact on the quality of the product purchase decision napkins Softex. 3) To test empirically the effect of price on purchase decisions napkins Softex. 4). To empirically test the effect of brand image on purchase decisions napkins Softex. 5) To examine empirically the impact of product quality, price and the perception of the brand image together on purchasing decisions pads Women Softex. The analysis in this study is the analysis and causal deskrif. The study was conducted on 200 female students of the Faculty of Economics, University of Indonesia in 2010-2014 forces using sanitary napkins Softex, while collecting data by distributing a questionnaire, which is then processed using SPSS. Results of the analysis showed that the quality of the product and a significant positive effect towards the purchase decision, then the price of a significant and positive effect on purchasing decisions and brand image positive and significant impact on purchasing decisions and jointly or simultaneously, product quality, price and brand image have a positive effect and significant impact on the purchase decision. The empirical findings identify that to create and maintain purchasing. Softex Sanitary napkins need to consider factors such as product quality, price and brand image due to factors shown to affect the level of the purchasing decision. Keywords: Product Quality, Price Perception, Brand Image, Purchase Decisions.

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