Tiara Rizky Ramadhani, . (2024) PENGARUH PENGETAHUAN PRODUK, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to find out and prove the influence of product knowledge, brand image, and product quality on the purchase decision of Skintific products. Skintific is one of the best-selling global skincare brands in Indonesia, as evidenced by its achievements in dominating the market in Indonesia. This study uses a quantitative method. The sample used in this study amounted to 100 respondents who were people who had bought or used Skintific who were domiciled in the South Jakarta area with a minimum age of 17 years. Data was obtained through the distribution of online questionnaires, namely Google Forms using the side non-probability method and sampling using purposive sampling techniques. The data was analyzed using descriptive and inferential analysis techniques such as validity tests, reliability tests, and hypothesis tests, through the SmartPLS 4 software analysis tool. The results obtained from this study are that product knowledge has no effect and is not significant on purchase decisions, brand image has a significant effect on purchase decisions, and product quality has a significant effect on purchase decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111027] [Pembimbing: Pusporini] [Penguji 1: Yuliniar] [Penguji 2: Nobelson] |
| Uncontrolled Keywords: | product knowledge; brand image; product quality; purchase decisions; Skintific. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | TIARA RIZKY RAMADHANI |
| Date Deposited: | 21 Feb 2025 02:38 |
| Last Modified: | 21 Feb 2025 02:38 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34364 |
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