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UEU » Undergraduate Theses » Manajemen Posted by [email protected] at 06/02/2018 14:27:06 • 686 Views
PENGARUH HARGA, KUALITAS PRODUK, DAN
CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN
HAND&BODY LOTION NIVEA
(STUDI KASUS DI KEBON JERUK JAKARTA BARAT)Created by :
RANTI SUGIARTI ( 201311061 )
Subject: | PRODUK MEREK PEMBELIAN | Alt. Subject : | PRODUCTS BRANDS PURCHASE | Keyword: | harga kualitas produk citra merek keputusan pembelian |
Description:
Penelitian ini bertuuan untuk mengetahui seberapa besar pengaruh dari Harga,
Kualitas Produk, dan Citra Merek terhadap Kaputusan Pembelian Hand & body
lotion Nivea diwilayah Kebon Jeruk Jakarta Barat. Teknik analisis data
menggunakan Analisis Regresi Linier Berganda. Sampel diambil sebanyak 170
responden yakni konsumen yang membeli dan memakai hand & body lotion
Nivea. Penentuan sampel dengan teknik Purposive Sampling.Berdasarkan hasil
penelitian dapat disimpulkan bahwa (a) Harga berpengaruh positif terhadap
Keputusan Pembelian (b) Kualitas Produk berpengaruh positif terhadap
Keputusan Pembelian hand & body lotion Nivea (b) Kualitas Produk berpengaruh
positif terhadap Keputusan Pembelian hand & body lotion Nivea (c) Citra Merek
berpenaruh positif terhadap Keputusan Pembelian hand & body lotion Nivea (d)
Harga, Kualitas Produk, dan Citra Merek berpengaruh positif secara simultan
terhadap Keputusan Pembelian hand & body lotion Nivea diwilayah Kebon Jeruk
Jakarta Barat.Penelitian ini merekomendasikan bahwa PT. Beiersdorf Indonesia
harus tetap menjaga citra merek yang baik dimata konsumen, agar tidak
kehilangan kepercayaan dari para konsumen setianya. PT. Beiersdorf Indonesia
sangat memperhatikan kualitas setiap produk yang terjangkau agar tetap diminati
oleh para konsumen.
Date Create | : | 06/02/2018 | Type | : | Text | Format | : | PDF | Language | : | Indonesian | Identifier | : | UEU-Undergraduate-201311061 | Collection ID | : | 201311061 |
Source : Undergraduate Theses of Management
Relation Collection: Fakultas Ekonomi dan Bisnis
Coverage : Civitas Akademika Universitas Esa Unggul
Rights : @perpustakaan Universitas Esa Unggul 2018
Publication URL : https://digilib.esaunggul.ac.id/pengaruh-harga-kualitas-produk-dancitra-merek-terhadap-keputusan-pembelianhandbody-lotion-niveastudi-kasus-di-kebon-jeruk-jakarta-barat-9737.html
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