Pengaruh Brand Ambassador, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Lipstik Maybelline (Studi Pada Konsumen Wanita di Surabaya)

Putri, Salsabila Adilah (2024) Pengaruh Brand Ambassador, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Lipstik Maybelline (Studi Pada Konsumen Wanita di Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.

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Abstract

This study aims to determine how Brand Ambassador, Product Quality, and Price Perception influence the Purchase Decision of Maybelline lipstick products (Study on Female Consumers in Surabaya). One of the cosmetics that has a good brand image and product quality that is currently trending is Maybelline. The technique used in this study is to use the Structural Equaction Modeling (SEM) method based on components and using Partical Least Square (PLS) which is used to solve multiple regression when there are specific problems in the data, such as the number of samples that are not too large, the presence of missing values, and multicollinearity, because high multicollinearity can increase the risk of rejecting the hypothesis when testing the regression model. Data collection through questionnaires distributed to 100 respondents. The consumer population in this study were women domiciled in Surabaya with an average age of 19 to 25 years. Brand Ambassador has a significant positive effect on Purchase Decisions with a path coefficient of 0.597. Product Quality has a significant effect on Purchase Decisions with a path coefficient of 0.064. : Price Perception has a significant positive effect on Purchasing Decisions with a path coefficient of 0.280.

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Nirawati, Lia	196009241993032001	UNSPECIFIED

Subjects:

H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration

Depositing User:

salsabila puput endarto

Date Deposited:

13 Dec 2024 03:53

Last Modified:

13 Dec 2024 03:53

URI:

https://repository.upnjatim.ac.id/id/eprint/33112

Available Versions of this Item

Pengaruh Brand Ambassador, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Lipstik Maybelline (Studi Pada Konsumen Wanita di Surabaya). (deposited UNSPECIFIED)
- Pengaruh Brand Ambassador, Kualitas Produk, dan Persepsi Harga Terhadap Keputusan Pembelian Produk Lipstik Maybelline (Studi Pada Konsumen Wanita di Surabaya). (deposited 13 Dec 2024 03:53) [Currently Displayed]

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