PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SHAMPO SUNSILK PADA MAHASISWI FAKULTAS TEKNIK JURUSAN ILMU KESEJAHTERAAN KELUARGA (IKK) PRODI TATA RIAS DAN PENDIDIKAN TATA RIAS UNIVERSITAS NEGERI JAKARTA

HADITIYA, NORITA PUTRIANANDA (2014) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI PRODUK SHAMPO SUNSILK PADA MAHASISWI FAKULTAS TEKNIK JURUSAN ILMU KESEJAHTERAAN KELUARGA (IKK) PRODI TATA RIAS DAN PENDIDIKAN TATA RIAS UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Norita Putriananda Haditiya 2014; The Influence of Product Quality and Brand Image toward Purchase Intention Sunsilk Shampoo. Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Setyo Ferry, SE., MSi. &Dra.Basrah Saidani, MSi. This research aims to describe clearly and testing the influence of Product quality Brand image, toward Purchase intention. The Research was carried out quantitatively, descriptive and causal research design, and use survey methods.The population in this study is student of courses cosmetology and cosmetology education, IKK majors, Faculty of Technic, State University of Jakarta, is interested in buying Sunsilk shampoo. The Total of sample in this research counted 180 respondents and the analysis of the research was conducted using SPSS 17 software. The results of the t test shows the product quality and purchase intention significantly influence the significance value X to Y (0.000), and brand image and purchase intention are also significantly influence the value of significance X to Y (0.000) both are not greater than 0.05. The results of F test simultaneously indicates product quality and brand image influencing significantly to purchase intention (0.000). And the result of determination analysis in this research shows the variation of the product quality variable could explained the purchase intention variable for 11.6%, then brand image variable could explained purchase intention for 10.4% and both variables product quality and brand image could explained purchase intention together for 20.4%. While 79.6% are influencedor explainedby other variablesthat are notincluded inthisresearch model. Keywords: Product quality, Brand image, Purchase intention.

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