Jannah, Miftachul (2024) Pengaruh Brand Image, Product Quality, dan Price Discount terhadap Impulse Buying Pada Produk Make Over di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The beauty industry in Indonesia is currently experiencing very rapid development. This development occurs due to beauty trends that have influenced consumer behavior. One of these consumer behaviors is impulse buying. Impulse Buying is a transaction activity that cannot be controlled. These transactions usually result in goods that are not really needed by consumers. Elements that can influence impulse buying, such as brand image, product quality, and price discounts. The purpose of this study is to determine and analyze the effect of brand image, product quality, and price discount on impulse buying. This research method uses quantitative research methods with an associative approach. This research data was tested using validity test, reliability test, classical assumption test, multiple linear regression test, and hypothesis testing. The data collection technique in this study was a questionnaire and the sampling technique in this study was purposive sampling. The criteria used are women aged between 20 and 49 years, domiciled in Surabaya City, and have purchased Make Over products. The results of this study indicate that partially brand image, product quality, and price discount have a significant effect on impulse buying. In addition, simultaneously the brand image, product quality, and price discount variables have a significant effect on impulse buying on Make Over products in Surabaya City.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Mifta Miftachul Jannah | ||||||||
| Date Deposited: | 25 Apr 2024 07:32 | ||||||||
| Last Modified: | 25 Apr 2024 07:32 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21908 |
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