Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Bedak Tabur Marcks Dengan Citra Merek Sebagai Variabel Intervening (Studi Pada Wanita Yang Menggunakan Bedak Tabur Marcks Di DKI Jakarta)

Dinawati, Oktaviana (2018) Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Produk Bedak Tabur Marcks Dengan Citra Merek Sebagai Variabel Intervening (Studi Pada Wanita Yang Menggunakan Bedak Tabur Marcks Di DKI Jakarta). S1 thesis, Universitas Negeri Jakarta.

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Abstract

This research was conducted to know the Influence of Product Quality and Price to Purchase Decision of Marcks Powder Products with Brand Image as Intervening Variable. Respondents in this study who have been and still use Marcks powder for more than 1 year. Data collection was done by distributing questionnaires to 250 respondents with sampling technique that is purposive sampling. This research uses structural Equation modeling (SEM). Using SPSS version 24 and Lisrel version 8.7. Descriptive test results explain that: (1) There is influence of product quality brand image has t-value of 5.65, (2) There is influence of price to brand image has t-value equal to 6.07, (3) There is influence of product quality to purchase decision t-value of 6.81, (4) There is influence of price to purchase decision has t-value equal to 7.68, (5) There is influence of brand image to purchasing decision have t-value equal to 6.02. (6) The effect of product quality on purchasing decision through brand image has t-value of 4.42 and (7) Price influence on purchase decision through brand image has t-value of 4.64.

Item Type: Thesis (S1)
Additional Information: Dosen Pembimbing I :Dr. Mohamad Rizan, SE, M.M Dosen Pembimbing II:Shandy Aditya BIB, M.PBS
Uncontrolled Keywords: Product Quality, Price, Brand Image, Purchase Decision, Marcks
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ahmad Afandi
Date Deposited: 08 Oct 2018 02:50
Last Modified: 08 Oct 2018 02:50
URI: http://repository.fe.unj.ac.id/id/eprint/6323

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