CD Skripsi

Pengaruh Brand Image, Kualitas Produk, Dan Harga Terhadap Kepuasan Konsumen Skincare Ms Glow Dengan Keputusan Pembelian Sebagai Pemediasi (Di Kota Pekanbaru)

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ABSTRACT
The aim of this research is to determine and analyze the influence of Brand Image, Product Quality and Price on Ms Glow Skincare Consumer Satisfaction with Purchasing Decisions as a Mediator (In Pekanbaru City). The type of research in this research is quantitative research. The sampling technique used is the Non Probability Sampling technique. The sample obtained was 125 respondents. The data collection method is by distributing questionnaires, observation, literature study, interviews. Data analysis using Path Analysis and for hypothesis testing t test and f test.
The object of this research is local products, namely skincare or facial care products from Ms Glow. The subjects of this research were Ms Glow skincare users among the community in Pekanbaru City. The research results show that Brand Image does not have a significant effect on consumer satisfaction with Ms Glow skincare with purchasing decisions as a mediator. Meanwhile, product quality and price have a significant effect on consumer satisfaction with Ms Glow skincare with purchasing decisions as mediators. Simultaneously in equation 1, Brand Image, Product Quality, Price influence purchasing decisions, in equation 2, Brand Image, Product Quality, Price and Purchase Decisions influence consumer satisfaction.


Keywords: Brand image, product quality, price, consumer satisfaction, purchasing decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902111707

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902111707

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat Hidayat Syahputra

Versi lain/terkait

Lampiran Berkas

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