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PENGARUH KUALITAS PRODUK DAN DIFERENSIASI PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA KONSUMEN KOSMETIK LEGEND “MOISTURIZING CREAM”

Gena, Paradiva (2018) PENGARUH KUALITAS PRODUK DAN DIFERENSIASI PRODUK TERHADAP PROSES KEPUTUSAN PEMBELIAN PADA KONSUMEN KOSMETIK LEGEND “MOISTURIZING CREAM”. Undergraduate (S1) thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to get a picture of product quality, product differentiation and decision making the process of cosmetic Legend "Moisturizing Cream", and Testing and explaining the effect of product quality and product differentiation on purchasing decision. The type of research used is explanatory (research) with survey approach, ie, research that takes samples from a population by using questionnaires as a means of collecting principal data. The data analysis technique uses the range of scales used to describe product quality, product differentiation and cosmetic purchase decision process of Legend "Moisturizing Cream" and multiple linear regression to explain the effect of product quality and product differentiation to purchasing decision process. The results showed the quality of cosmetic products Legend "Moisturizing Cream" is good. Differentiation of cosmetic product Legend "Moisturizing Cream" is good, hence product quality and product differentiation have a significant effect on the decision process of purchase of cosmetic product Legend "Moisturizing Cream". Based on the results of the research, the suggestions can be given are: Legend Cosmetic Manufacturer must be able to continue to maintain and improve its reputation as a pharmaceutical quality pharmaceutical suitable for users in tropical climates and should be able to maintain these differences and improve differentiation policies by making smaller packaging (travel size) so that more easily carried anywhere and more affordable price.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201310160311464
Keywords: Product Quality, Product Differentiation, Purchasing Decision Process, Legend "Moisturizing Cream"
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 16 Nov 2018 07:46
Last Modified: 16 Nov 2018 07:46
URI : http://eprints.umm.ac.id/id/eprint/40194

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