Pratama, Ovitia Rerolia Fitria (2024) Pengaruh Atribut Produk dan Brand Trust terhadap Keputusan Pembelian Produk Sunscreen Glad2Glow di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The younger generation in Indonesia is now increasingly concerned about skin health, so the use of sunscreen in Indonesia continues to increase. Product Attributes and Brand Trust have an important role in influencing consumers in making purchasing decisions. The aim of this research is to analyze the influence of product attributes and brand trust on purchasing decisions for Glad2Glow sunscreen products in the city of Surabaya. This research uses primary data obtained from respondents' answers. The population of this study were people who had purchased Glad2Glow sunscreen in the city of Surabaya. The sampling technique used purposive sampling with 90 people as research respondents. This research method is a quantitative method with the Partial Least Square (PLS) method. The results of this research show that Product Attributes have a positive effect on Purchasing Decisions, and Brand Trust has a positive effect on Purchasing Decisions. Keywords: Product Attributes; Brand Trust; Buying decision; Sunscreen.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Ovitia Rerolia Fitria Pratama | ||||||||
| Date Deposited: | 13 Sep 2024 07:54 | ||||||||
| Last Modified: | 13 Sep 2024 07:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28934 |
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