PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN BRAND AWARENESS TERHADAP PURCHASE DECISION PADA SKINCARE GARNIER

Greecia Rhema Sinulingga, . (2025) PENGARUH BRAND IMAGE, PRODUCT QUALITY, DAN BRAND AWARENESS TERHADAP PURCHASE DECISION PADA SKINCARE GARNIER. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

	Text ABSTRAK.pdf Download (240kB)
	Text AWAL.pdf Download (761kB)
	Text BAB 1.pdf Restricted to Repository UPNVJ Only Download (499kB)
	Text BAB 2.pdf Restricted to Repository UPNVJ Only Download (509kB)
	Text BAB 3.pdf Restricted to Repository UPNVJ Only Download (549kB)
	Text BAB 4.pdf Restricted to Repository UPNVJ Only Download (914kB)
	Text BAB 5.pdf Download (283kB)
	Text DAFTAR PUSTAKA.pdf Download (305kB)
	Text RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (149kB)
	Text LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB)
	Text HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (34MB)
	Text ARTIKEL KI.pdf Restricted to Repository staff only Download (712kB)

Abstract

Garnier is an international skincare brand that has expanded its market and gained popularity in Indonesia for man years. However, customer purchase decisions toward Garnier skincare products have faced several challenges, such as the decline in top brand rankings, decreasing sales, and the brand being surpassed by various local skincare competitors in the market. This study is a quantitative research that aims to determine the partial influence of brand image, product quality, and brand awareness on purchase decision regarding Garnier skincare products. The population of this research consists of Garnier skincare users aged over 17 years who reside in the Jakarta, Bogor, Depok, Tangerang, and Bekasi areas. A total of 155 samples were collected for this study. The data analysis techniques used include descriptive and inferential analysis employing Structural Equation Modelling-Partial Least Square (SEM-PLS) through SmartPLS 4.0 software. The results of the study indicate that (1) brand image has an influence on purchase decision, (2) product quality has an influence on purchase decision, and (3) brand awareness has an influence on purchase decision.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2210111121] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Pusporini] [Ketua Penguji: Miguna Astuti]
Uncontrolled Keywords:	Brand Awareness, Brand Image, Product Quality, Purchase Decision.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory 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
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	GREECIA RHEMA SINULINGGA
Date Deposited:	30 Mar 2026 04:16
Last Modified:	30 Mar 2026 04:16
URI:	http://repository.upnvj.ac.id/id/eprint/41411

Actions (login required)

View Item