ANALISIS KEPUTUSAN PEMBELIAN SKINCARE MS GLOW DI DKI JAKARTA

Deswanti Lusiana, . (2023) ANALISIS KEPUTUSAN PEMBELIAN SKINCARE MS GLOW DI DKI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study which aims to find out, prove and analyze the influence of product quality, brand image and electronic word of mouth on purchasing decisions for MS Glow skincare in DKI Jakarta. The population in this study were MS Glow skincare consumers in DKI Jakarta. The procedure for determining the sample size uses a non-probability sampling method through a purposive sampling technique, data collection is obtained through the process of distributing questionnaires with gforms to 100 respondents in DKI Jakarta. The data analysis technique applied is descriptive and inferential analysis via the SmartPLS application. The results from hypothesis testing show that, (1) product quality has an influence on purchasing decisions by 0.273 positive and significant, (2) brand image has an influence on purchasing decisions by 0.413 positive and significant, (3) e-wom has an influence on purchasing decisions by 0.236 is positive and significant. Joint participation is explained by the R Square Adjusted value which is at a value of 0.773 or 77.30% with 22.7% as another aspect.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111062] [Pembimbing: Heni Nastti] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Jenji Gunaedi Argo]
Uncontrolled Keywords: Purchase Decision, MS Glow Skincare
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Deswanti Lusiana
Date Deposited: 21 Mar 2024 04:31
Last Modified: 21 Mar 2024 04:31
URI: http://repository.upnvj.ac.id/id/eprint/28093

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