ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN LIPSTIK ORIFLAME DI PALEMBANG

Fransiska, Yenny (2016) ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN LIPSTIK ORIFLAME DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT

This study aims to determine whether the variable of brand image,
product quality, and price has an influence to buying decisions lipstick Oriflame
in Palembang. The population in this study is all consumers who use lipstick
Oriflame in Palembang . The sample in this study is Lipstick were 96 respondents.
The data analysis technique used is validity, reliability, classic assumption test
(test for normality, multicollinearity, and heteroscedasticity) , multiple linear
regression, t test, F test, and coefficient of determination. The results found that
the brand image does not affect the buying decision, while the quality of the
products and pricing partially influence on purchasing decisions lipstick Oriflame.

Keywords: Brand image, product quality, price, buying dicisions

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: ABSTRACT This study aims to determine whether the variable of brand image, product quality, and price has an influence to buying decisions lipstick Oriflame in Palembang. The population in this study is all consumers who use lipstick Oriflame in Palembang . The sample in this study is Lipstick were 96 respondents. The data analysis technique used is validity, reliability, classic assumption test (test for normality, multicollinearity, and heteroscedasticity) , multiple linear regression, t test, F test, and coefficient of determination. The results found that the brand image does not affect the buying decision, while the quality of the products and pricing partially influence on purchasing decisions lipstick Oriflame. Keywords: Brand image ; product quality ; price ; buying dicisions
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 28 Apr 2022 12:25
Last Modified: 28 Apr 2022 12:25
URI: https://eprints.ukmc.ac.id/id/eprint/7680

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