Retnani, Chyntia Anggi (2023) Pengaruh Kualitas Produk, Persepsi Harga, dan Brand Image Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Kasus Mahasiswa Universitas 17 Agustus 1945). (The Influence of Product Quality, Price Perception, and Brand Image on Purchase Decisions for Scarlett Whitening Products (Case Study of University Students 17 August 1945)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to prove and analyze the effect of product quality, perceived price, and brand image on the purchasing decision of Scarlett Whitening products. This study used a quantitative method with a questionnaire as the instrument. The results of this study state that the independent variables are product quality, price perception, and brand image have a positive and significant influence on the dependent variable on purchasing decisions. The results of the test for the coefficient of determination in this study were the R2 value of 0.650, which means that 65% of the product quality variable (X1), price perception (X2) contributed to the purchase decision dependent variable (Y). While the remaining 35% is found in other variables outside the model studied. Keywords : product quality, price perception, brand image, and purchase decision.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Brand Image, Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211900219 Chyntia Anggi Retnani |
| Date Deposited: | 18 Oct 2023 02:44 |
| Last Modified: | 18 Oct 2023 02:44 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24248 |
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