Indayanti, Rianita (2022) Pengaruh Kualitas Produk, Promosi dan Harga Terhadap Keputusan Pembelian Sunscreen Nivea di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
|
Text
ARTIKEL ILMIAH.pdf Download (635kB) | Preview |
|
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
COVER.pdf Restricted to Registered users only Download (475kB) |
|
|
Text
BAB I.pdf Download (330kB) | Preview |
|
|
Text
BAB II.pdf Download (473kB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (365kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (856kB) |
|
|
Text
BAB V.pdf Download (307kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (3MB) |
Abstract
Cosmetic products are now a necessity that is used daily, especially by female consumers. Various ways can be done by cosmetic companies to maintain their market, one of them is by studying and understanding consumer behavior. This study aims to analyze the effect of product quality, promotion, and price on Nivea Sunscreen purchasing decisions. The research method used is causal research with a quantitative approach. The sample in this study were 100 buyers and users of Nivea sunscreen in Surabaya, which were taken using a judgmental sampling approach. The analysis technique in this study uses multiple linear regression analysis. The results in this study prove that: (1) product quality has a significant effect on purchasing decisions, (2) promotions have a significant effect on purchasing decisions, (3) price has a significant effect on purchasing decisions, and (4) product quality, promotion, and price are overall. simultaneous significant effect on purchasing decisions. Keywords: Product Quality, Promotion, Price, Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | RIANITA INDAYANTI |
| Date Deposited: | 11 Mar 2022 02:51 |
| Last Modified: | 11 Mar 2022 02:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8646 |
Actions (login required)
 |
View Item |