Laily Amalia, . (2023) PENGARUH KUALITAS PRODUK, E-WOM, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SKINCARE EMINA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of the skincare industry is currently growing rapidly, competition between companies in the skincare industry is increasing. The impact of this very rapid competition is also felt by Emina. Emina plans a marketing strategy to increase customer purchasing decisions for Emina skincare. This research focuses on the influence of Product Quality, E-WOM, and Price on Emina's skincare purchasing decisions. This research is quantitative in form and uses a sample of 100 respondents. The respondents used were South Jakarta residents who have used or are currently using Emina skincare. This research uses nonprobability sampling methods and purposive sampling techniques. The analysis technique used is SEM-PLS using SmartPLS 4.0 software. The results of this research analysis show that product quality has a significant effect on purchasing decisions, E-WOM has a significant effect on purchasing decisions, and price has no significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111021] [Pembimbing: Bernadin Dwi M] [Penguji 1: Yuliniar] [Penguji 2: Rosali Sembiring Colia] |
| Uncontrolled Keywords: | Purchase Decision; Product Quality; E-WOM; Price |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Laily Amalia |
| Date Deposited: | 21 Mar 2024 02:59 |
| Last Modified: | 21 Mar 2024 02:59 |
| URI: | http://repository.upnvj.ac.id/id/eprint/27852 |
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