Pengaruh Kualitas Produk, Citra Merek dan Promosi Terhadap Keputusan Pembelian Produk Kosmetik Emina di Surabaya (Studi Pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya). (The Influence of Product Quality, Brand Image, and Promotion on the Purchase Decisions of Emina Cosmetic Products in Surabaya (A Study on Management Program Students at 17 August 1945 University Surabaya)).

Melinda, Erna (2024) Pengaruh Kualitas Produk, Citra Merek dan Promosi Terhadap Keputusan Pembelian Produk Kosmetik Emina di Surabaya (Studi Pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya). (The Influence of Product Quality, Brand Image, and Promotion on the Purchase Decisions of Emina Cosmetic Products in Surabaya (A Study on Management Program Students at 17 August 1945 University Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Cosmetic products have become an important necessity, especially for female consumers. Various beauty cosmetics products in the Indonesian market today have created competition among businesses in the body care sector. These products now offer innovations that suit the needs of consumers. Emina cosmetic products are just one example of the many changes that have occurred in the beauty and cosmetics industry lately. This research is a quantitative study that aims to determine the effect of Product Quality, Brand Image and Promotion on Purchasing Decisions for Emina Cosmetic Products in Surabaya. This study uses primary data, namely by using a questionnaire and the population in this study are Management Study Program students at the University of 17 August 1945 Surabaya. Determinants of sampling using non-probability sampling techniques obtained as many as 114 samples. The analytical tool used in this research is multiple linear analysis. The results of hypothesis testing in the t test show that the product quality variable has a significant positive effect on purchasing decisions. Brand image also has a significant positive effect on purchasing decisions. And promotion also has a significant positive effect on purchasing decisions. Hypothesis testing in the simultaneous test shows that product quality, brand image and promotion have a positive and significant effect simultaneously on purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Product Quality, Brand Image, Promotion, Purchasing Decisions
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User:	1212000293 Erna melinda
Date Deposited:	15 Nov 2001 17:15
Last Modified:	15 Nov 2001 17:15
URI:	http://repository.untag-sby.ac.id/id/eprint/34291

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