PENGARUH MARKETING MIX 4P DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE NATURE REPUBLIC

Ilham Oktario Reynaldi, . (2023) PENGARUH MARKETING MIX 4P DAN KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN SKINCARE NATURE REPUBLIC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is quantitative research, aiming to determine the influence of Marketing Mix 4P and Korean Wave on purchasing decisions. Using community objects, there were 96 respondents using Skincarae Nature Republic who were in areas in DKI. Jakarta. This research uses the PLS (Partial Least Square) analysis technique with SmartPLS 0.3 software. The results of this research are: (1) The Product variable has a significant positive effect on purchasing decisions (2) The Price variable has a significant positive effect on purchasing decisions (3) The Place variable has a significant positive effect on purchasing decisions. (4) The Promotion variable has a significant positive effect on purchasing decisions. (5) The Korean Wave variable has a significant positive effect on purchasing decisions. It is hoped that Nature Republic can continue to innovate from the Korean wave phenomenon and improve their 4P Marketing Mix in making consumer purchasing decisions.

Item Type: Thesis (Skripsi)
Additional Information: [No, Panggil: 2010111184] [Pembimbing: Dienni Ruhjatini Sholihah, S.E, M.M] [Penguji 1: Suharyati, S.E, M.M ] [Penguji 2: Dra. Heni Nastiti, M.M]
Uncontrolled Keywords: 4P Marketing Mix, Korean Wave, Purchase Decision, Nature Republic
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Ilham Oktario Reynaldi
Date Deposited: 21 Mar 2024 06:21
Last Modified: 21 Mar 2024 06:21
URI: http://repository.upnvj.ac.id/id/eprint/28073

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