Andika, Astri (2024) PENGARUH HARGA, KUALITAS PRODUK, KUALITAS PELAYANAN DAN PENGGUNAAN PROMOSI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN PRODUK KOSMETIK WARDAH. Undergraduate thesis, Universitas Muhammadiyah Malang.
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Abstract
This research aims to determine and analyze the influence of price on purchasing
decisions, the influence of product quality on purchasing decisions, the influence of
service quality on purchasing decisions, the influence of social media marketing on
purchasing decisions and which of the independent variables has a dominant
influence on purchasing decisions. The population in this study were Wardah
cosmetics consumers with a sample of 385 respondents using accidental sampling.
The method used uses multiple linear regression analysis with SPSS 25. The results
of this study show that price has a significant positive effect on purchasing
decisions, product quality has a significant positive effect on purchasing decisions,
service quality has a significant positive effect on purchasing decisions, social
media marketing has a significant positive effect on purchasing decisions.
purchasing decisions, and price has a dominant influence on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Student ID: | 201710160311234 |
| Keywords: | price, product quality, service quality, social media marketing, purchasing decisions |
| Subjects: | A General Works > AC Collections. Series. Collected works A General Works > AS Academies and learned societies (General) |
| Divisions: | Faculty of Economics and Business > Department of Management (61201) |
| Depositing User: | 201710160311234 astriandika |
| Date Deposited: | 14 Aug 2024 03:48 |
| Last Modified: | 14 Aug 2024 03:48 |
| URI: | https://eprints.umm.ac.id/id/eprint/10042 |
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