Ompusunggu, Riza Elizabeth (2024) Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Pada Mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya). (The Effect of Product Quality, Price Perception, and Promotion on Purchasing Decisions of Scarlett Whitening Products (A Study on Management Program Students at Universitas 17 Agustus 1945 Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk mengetahui : Pengaruh Kualitas Produk, Persepsi Harga, dan Promosi terhadap Keputusan pembelian produk Scarlett Whitening pada mahasiswa program studi manajemen universitas 17 Agustus Surabaya. Metode yang digunakan dalam pengambilan sampel pada penelitian ini yaitu nonprobability sampling dendan Teknik sampelnya adalah purposive sampling. Responden penelitian adalah 100 orang mahasiswa untag. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan regresi linear berganda Uji F, Uji T untuk analisis hipotesis, sedangkan pengujian yang lainnya menggunakan uji instrument data yang terdapat uji validitas, uji reliabilitas serta uji asumsi klasik yang terdiri dari uji normalitas, uji multikolonieritas dan uji heteroskedastisitas. Pengujian dilakukan menggunakan program IBM SPSS 26. Hasil penelitian menunjukkan bahwa kualitas produk, persepsi harga, dan promosi berpengaruh secara positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening. Produk Scarlett Whitening diharapkan untuk menjaga kestabilan harga dan menjaga kualitas produk, supaya konsumen mendapatkan kualitas dan hasil yang terbaik dan diinginkan atas produk Scarlett Whitening
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Promosi, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000285 Riza Elizabeth Ompusunggu |
| Date Deposited: | 17 Oct 2001 19:19 |
| Last Modified: | 17 Oct 2001 19:19 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34727 |
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