Tesalonika Almatera Natalia Tampubolon, . (2022) PENGARUH STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SARIAYU MARTHA TILAAR. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to prove that there is an effect of product, price, location, and promotion on purchasing decisions. This study uses a quantitative approach. Sources of data in this study using primary data. Respondents in this study were consumers who were using or had purchased Sariayu Martha Tilaar skincare products as many as 100 people located in the cities of Bekasi, Depok, Tangerang, Jakarta, and Bogor. Sampling was carried out using a non-probability sampling technique with purposive sampling. Data were collected using a questionnaire. The data analysis technique was carried out using descriptive analysis and also inferential analysis. Through data processing that has been carried out using SmartPLS3.0 the results are (1) the product has an effect on purchasing decisions with an original sample value of 73,2%, (2) price affects purchasing decisions with an original sample value of -19,9%, (3) location affects the decision purchase with the original sample value is 44,8%, and (4) Promotion has an effect on purchasing decisions with the original sample value is 4%. The result of the adjusted R-Square of purchasing decisions is 92,9%, indicating that the research model is very good in interpreting location, promotion, price, and the product together have a contribution to purchasing decisions on Sariayu Martha Tilaar skincare products.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 1810111030] [Pembimbing: Miguna Astuti] [Penguji 1: Jenji Gunaedi Argo] [Penguji 2: Heni Nastiti] |
| Uncontrolled Keywords: | Product, Price, Location, Promotion, and Purchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Tesalonika Almatera Natalia Tampubolon |
| Date Deposited: | 23 May 2022 03:34 |
| Last Modified: | 12 Jul 2022 06:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/17468 |
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PENGARUH STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SARIAYU MARTHA TILAAR. (deposited UNSPECIFIED)
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