SKRIPSI MBS

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING PADA GENERASI Z MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING

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ABSTRACT

This research aims to determine and analyze the influence of product
quality and brand image on purchasing decisions for Scarlett Whitening Body
Lotion in Generation Z through purchase intention as an influencing variable.
The sample used was non-probability sampling with a sampling technique of 100
respondents who were Generation Z (1997-2012) who had used Scarlett body
lotion. This research uses quantitative research using questionnaires as data
collection material which is analyzed with the help of SmartPls 4.0 software.
The research results show that the first hypothesis is accepted because the T
statistic value is 2,287 > 1.96 so that product quality has a positive and significant
effect on purchasing decisions, the second hypothesis is accepted because the T
statistic value is 3,272 > 1.96 so that brand image has a positive and significant
effect on purchasing decisions, the third hypothesis is accepted because has a T
statistic value of 5,740 > 1.96 so that purchase interest has a positive and
significant effect on purchasing decisions, the fourth hypothesis is rejected
because the T statistic value is 1,256 < 1.96 so product quality has no effect on
purchase interest, the fifth hypothesis is accepted because it has a T statistic value
of 4,461 > 1.96 so that the image Brand has a positive and significant effect on
purchase intention, the sixth hypothesis is rejected because the T statistic value is
1,209 < 1.96 so product quality does not have a positive and significant effect on
purchasing decisions through purchase interest, the seventh hypothesis is
accepted because it has a T statistic value of 4,382 > 1.96 so brand image has an
effect on purchasing decisions through purchase interest.
Keywords: Product Quality, Brand Image, Purchase Decision, Purchase Interest

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 INT p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 116 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

intan kurnia wandhita

Versi lain/terkait

Lampiran Berkas

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