Sahla Rizka Ilahi, . (2026) PENGARUH PROMOSI, HARGA, DAN KUALITAS PRODUK TERHADAP MINAT BELI DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA FASHION ELEGANTT. ID. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to analyze and examine the influence of promosi, price, and kualitas produk on purchase intention, with citra merek acting as an intervening variable in the context of the Elegantt.id fashion brand. The population of this study consists of Generation Z women who are familiar with Elegantt.id products and reside in Jakarta, Bogor, and Tangerang. The sampling technique employed was purposive sampling, resulting in a total of 100 respondents. Data were collected through questionnaires using a Likert scale and analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) approach with SmartPLS 4 software. The findings reveal that promosi does not have a significant effect on purchase intention. In contrast, price and citra merek have a positive and significant effect on purchase intention. Kualitas produk does not directly influence purchase intention; however, it has a positive and significant effect on citra merek. Furthermore, citra merek is unable to mediate the relationship between promosi and purchase intention, but it partially mediates the effect of price on purchase intention and the effect of kualitas produk on purchase intention. These results indicate that consumers' purchase intention toward Elegantt.id products is more strongly influenced by their perceptions of price and citra merek than by promosial activities. Therefore, strengthening citra merek through appropriate pricing strategies and maintaining high kualitas produk are essential factors in enhancing consumers' purchase intention toward Elegantt.id products. Keywords: Promosi, Price, Kualitas produk, Citra merek, Purchase Intention, Fashion, Elegantt.id.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 2210111234] [Pembimbing : Anastasia Bernadin Dwi Mardiatmi] [Penguji 1 : Risty Rahma Dafina] [Ketua Penguji : Alfatih Sikki Manggabarani] |
| Uncontrolled Keywords: | Promosi, Price, Kualitas produk, Citra merek, Purchase Intention, Fashion, Elegantt.id |
| Subjects: | H Social Sciences > HC Economic History and Conditions 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: | SAHLA RIZKA ILAHI |
| Date Deposited: | 28 Jul 2026 06:10 |
| Last Modified: | 26 Aug 2026 03:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51926 |
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