Andriani, Dwi Anisa (2024) Pengaruh Kualitas Produk, Daya Tarik Iklan, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Kosmetik Maybelline di Charoza Surabaya. (The Influence of Product Quality, Advertising Attractiveness, and Price Perception on the Purchase Decision of Maybelline Cosmetic Products at Charoza Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The aim to be achieved by conducting this research is to determine and explain the influence of product quality, advertising attractiveness, and price on purchasing decisions for Maybelline cosmetic products in Charoza, Surabaya City. This research uses primary data and the population in this research is all people in Surabaya who have made purchases in Surabaya. The sample collection technique used was a purposive sampling method, namely 100 respondents. By testing the hypothesis using a technique of distributing questionnaires to respondents. Based on research, product quality, advertising attractiveness and price have a significant positive effect on purchasing decisions for Maybelline cosmetic products in Charoza, Surabaya City. The results of the analysis and conclusions obtained only apply to students at the University of 17 August 1945 Surabaya. So that the attractiveness of advertising on product quality determination is partially accepted on purchasing decisions. This means that the independent variables in the form of Product Quality, Advertising Attractiveness, and Price simultaneously have an influence on the attachment variable, namely the Purchase Decision. Several suggestions that can be put forward in this research are that purchasing decisions should still be based on the principle of the benefits of a product, not solely for the sake of social image and lifestyle needs, therefore good planning and consideration is needed including economic levels and moral values. and social when wanting to buy a product. This research is still limited to examining product quality, advertising attractiveness, and price on consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Product Quality, Advertising Attractiveness, Purchasing, Decision Price |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211900101 Anisa Dwi Andriani |
| Date Deposited: | 23 Jul 2024 02:22 |
| Last Modified: | 23 Jul 2024 02:22 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/31595 |
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