PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS 17 AGUSTUS 1945 SURABAYA

Saraswati, Aura Annisa (2025) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE PADA MAHASISWA PROGRAM STUDI MANAJEMEN UNIVERSITAS 17 AGUSTUS 1945 SURABAYA. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Persepsi Harga, Kualitas Produk, dan Brand Image terhadap Keputusan Pembelian produk sunscreen Azarine pada mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya. Metode yang digunakan yaitu kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 80 responden menggunakan teknik purposive sampling. Pengujian data dalam penelitian ini meliputi Uji Instrumen yaitu Uji validitas dan Uji Reliabilitas. Lalu Uji Asumsi Klasik yaitu Uji Normalitas, Uji Multikolinearitas, Uji Heteroskedastisitas. Pengujian Hipotesis yaitu Uji Simultan (Uji F) dan Uji parisal ( Uji T). Sedangkan Analsis data menggunakan Analisis Regresi Linear Berganda dan Koefeisien Determinasi (R2). Objek penelitian ini adalah mahasiswa Program Studi Manajemen Universitas 17 Agustus 1945 Surabaya yang pernah membeli Azarine Sunscreen. Keputusan Pembelian mereka dipengaruhi oleh Persepsi Harga, yaitu penilaian apakah harga sesuai dengan manfaat, sedangkan Kualitas produk, seperti perlindungan UV, hidrasi, dan kenyamanan. Dan Brand Image, yaitu reputasi Azarine sebagai brand lokal yang inovatif. Mahasiswa dipilih karena mereka sadar pentingnya perawatan kulit dan sering terpapar sinar UV, sehingga cocok untuk dianalisis. Hasil penelitian menunjukkan bahwa persepsi harga, kualitas produk, dan citra merek berpengaruh signifikan terhadap keputusan pembelian, baik secara parsial maupun simultan. Hipotesis yang diajukan dalam penelitian ini diterima, menunjukkan bahwa faktor-faktor tersebut merupakan determinan penting dalam keputusan pembelian produk sunscreen Azarine di kalangan mahasiswa.

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