CD Skripsi

Pengaruh Etnosentrisme Konsumen Dan Persepsi Kualitasterhadap Keputusan Pembelian Produk Kosmetik Wardahdi Guardian Mtc Pekanbaru

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The purpose of this study was to determine the effect of consumer ethnocentrism and perceived quality on purchasing decisions for Wardah cosmetic products at Guardian MTC Pekanbaru. The research approach used is a quantitative approach. All Wardah cosmetic consumers who have bought at Guardian MTC Pekanbaru are the population in this study. The sample used was 100 respondents who were obtained through calculations using the slovin formula. The sample determination process uses non-probability sampling techniques through the accidental sampling method. The Likert scale is used as a data measurement tool that is collected by questionnaires distributed via g-form. The data analysis technique uses regression analysis by passing validity and reliability testing and classical assumptions. The study results show that consumer ethnocentrism and perceived quality have an effect on purchasing decisions for Wardah cosmetic products at Guardian MTC Pekanbaru. Consumer ethnocentrism and perceived quality have a significant effect individually or simultaneously on purchasing decisions for Wardah cosmetic products at Guardian MTC Pekanbaru.
Keywords: Consumer ethnocentrism, perceived quality, purchasing decisions, cosmetics, local products.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001113554

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001113554

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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