MASRIFAH, - (2019) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA KONSUMEN KOSMETIK WARDAH DI WILAYAH SIDOARJO. Diploma thesis, STIE Mahardhika Surabaya.
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Abstract
This study discusses the increasingly fierce competition in the business world, which is one of the most prospective and promising cosmetic markets in Indonesia for producers who want to develop it domestically. Therefore, the right marketing strategy is needed so that the company is able to survive and compete in the hope of increasing sales and strengthening the brand image. Improving product quality and promotion is an effort to attract purchasing and strengthening brand image. This study discusses the importance of product quality and promotion of purchasing decisions with brand image as a variable. The study population was customers who decided to buy this wardah lipstick product in Sidoarjo region. Sampling using accidental sampling technique, the number of respondents was 40 respondents. Data collection methods used are observation methods and questionnaire methods. Data analysis using Path Analyze with SPSS version 15, where the variables used regarding product quality, promotion, brand image and purchasing decisions. The results of this study indicate that product quality has a significant effect on purchasing decisions through brand image with indirect consideration value greater than the direct coefficient value ρYX1 (0.259656> -0.063), significant promotion of purchasing decisions through brand image with claimed coefficient value indirect is greater than the direct coefficient value ρYX (0.4092> 0.094). Conclusions from this study prove that brand image has a role as a variable that affects product quality and promotion of purchasing decisions. Suggestions for companies are companies must improve product quality, promotion and also maintain corporate awards.
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Promosi, Brand Image, Keputusan Pembelian |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 06 Apr 2020 04:45 |
| Last Modified: | 10 Jan 2023 07:07 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1513 |
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