CD Skripsi

Pengaruh Harga, Kualitas Produk Dan Brand Ambassador Terhadap Kepuasan Pelanggan Melalui Keputusan Pembelian Produk Scarlett Whitening Dikota Pekanbaru

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ABSTRACT
This study aims to determine the effect of price, product quality and brand ambassador on purchasing decisions and customer satisfaction of scarlett whitening products in Pekanbaru city. The population in this study were consumers who bought and used scarlett whitening products in Pekanbaru city, the number of which is not known for sure. Sampling used nonprobability sampling with purposive sampling technique and 120 people were selected to be samples. The data analysis method used structural equation model (SEM) with the help of SmartPLS software version 3.0. The results of the study showed that: 1) Price has a positive and significant effect on Purchasing Decisions; 2) Product Quality has a positive and significant effect on Purchasing Decisions; 3) Brand Ambassador has a positive and significant effect on Purchasing Decisions; 4) Purchasing Decisions have a positive and significant effect on Customer Satisfaction; 5) Price has a positive and significant effect on Customer Satisfaction through Purchasing Decisions; 6) Product Quality has a positive and significant effect on Customer Satisfaction through Purchasing Decisions; 7) Brand Ambassador has a positive and significant effect on Customer Satisfaction through Purchasing Decisions.
Keywords: Price, Product Quality, Brand Ambassador, Purchasing Decision and Customer
Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1902124791

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1902124791

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

daus

Versi lain/terkait

Lampiran Berkas

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