PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN INOVASI PRODUK TERHADAP MINAT BELI ULANG PRODUK LIPSTIK VIVA KOSMETIK PADA WANITA DI KABUPATEN KLATEN

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SKRIPSI MBS

PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN INOVASI PRODUK TERHADAP MINAT BELI ULANG PRODUK LIPSTIK VIVA KOSMETIK PADA WANITA DI KABUPATEN KLATEN

Dilla Fatmawati - Nama Orang; Suryati - Nama Orang;

ABSTRACT

This research aims to determine the influence of brand image, product quality
and product innovation on repurchase interest in Viva Cosmetics lipstick products
among women in Klaten Regency. This research uses quantitative methods. The
population in this study was women in Klaten Regency, while the sample taken in
this study was 101 female respondents in Klaten Regency aged 17-64 years who
had purchased Viva Cosmetic Lipstick at least twice. This research uses
nonprobability sampling techniques carried out by purposive sampling. The data
collection method uses a questionnaire and uses a 1-5 Likert scale. The data results
were processed and analyzed using multiple linear regression analysis. Data
analysis techniques use research instrument tests, classical assumption tests, model
accuracy tests, multiple linear regression analysis tests, and t tests. The results of
the research using the t test show that brand image does not have a positive and
significant effect on repurchase interest, product quality has a positive and
significant effect on repurchase interest, and product innovation has a positive and
significant effect on repurchase interest. Future research with a similar theme is
expected to examine other variables or the same variables in the research, but using
different objects.
Keywords: Brand Image, Product Quality, Product Innovation, and Repurchase
Intention

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Informasi Detail

Judul Seri: -
No. Panggil: 2X6.3 DILL p 24
Penerbit: SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024
Deskripsi Fisik: 21 cm, 124 Halaman
Bahasa: Indonesia
ISBN/ISSN: -
Klasifikasi: 2X6.3
Tipe Isi: -
Tipe Media: -
Tipe Pembawa: -
Edisi: -
Subjek: Manajemen Bisnis Syariah
Info Detail Spesifik: -
Pernyataan Tanggungjawab: Dilla Fatmawati

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BAB I_205211061

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