Alim, Ramadan Priambodo (2021) Pengaruh Kesadaran Merek, Kualitas Produk, dan Harga Terhadap Keputusan Pembelian Sabun Mandi Lifebuoy. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
ABSTRACT People are now increasingly aware of the importance of health in choosing a brand, so with brand awareness, people will realize that Lifebuoy soap has many benefits. The purpose of this study was to partially identify brand awareness, product quality, and price on Lifebuoy . bath soap purchasing decisions. The research method used is a clause research using qualitative research. The sample in this study were users of Lifebuoy products as many as 100 respondents using purposive sampling technique. The analysis technique in this study uses WARP Partial Least Square (PLS) analysis. The results in this study prove that: (1) Brand Awareness has a significant influence on Purchase Decisions; (2) Product Quality has a significant influence on Purchase Decisions; and (3) Price has no significant effect on Purchase Decision. Keywords : Brand Awareness, Product Quality, 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: | RAMADHAN PRIAMBODO ALIM |
| Date Deposited: | 15 Mar 2022 02:09 |
| Last Modified: | 15 Mar 2022 02:09 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8640 |
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