Alfia Laila Stani, . (2023) PENGARUH KUALITAS PRODUK, EWOM, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BEDAK PADAT WARDAH DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Cosmetics are one of the products that are often used for every individual, especially women, in beautifying themselves and caring for their appearance. Along with the times, cosmetics always experience growth, causing business competition in this industry. Currently, there are several phenomena that influence the decision to purchase Wardah compact powder so that a problem formulation is obtained regarding whether product quality, electronic word of mouth, and price can influence purchasing decisions. This research was conducted with the aim of knowing, analyzing, and proving whether product quality, electronic word of mouth, and price influence purchasing decisions. The population of this study were Wardah compact powder users in South Jakarta with a sample of 100 respondents using non-probability sampling techniques and purposive sampling methods. This research uses quantitative methods with SmartPLS 4.0 software. The results of this study indicate that the variables of product quality, Electronic word of mouth, and price have a positive and significant influence on purchasing decisions for Wardah compact powder in South Jakarta. Based on the t-statistic test, the variables studied have the same effect, but the electronic word of mouth variable has a greater influence in measuring purchasing decisions by 35.1%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111032] [Pembimbing: Lina Aryani] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Pusporini] |
| Uncontrolled Keywords: | product quality, electronic word of mouth, price, purchase decisions |
| Subjects: | H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Alfia Laila Stani |
| Date Deposited: | 20 Mar 2024 07:29 |
| Last Modified: | 20 Mar 2024 07:29 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28042 |
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