Aisyah, Kharisma Nur (2025) Pengaruh Brand Image Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Sabun Mandi Merek Lux Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The intense competition in the body soap industry has caused Lux to experience a decline between 2020 and 2024 due to various factors. This study aims to analyze the influence of Brand Image and Price Perception on consumer purchasing decisions for Lux brand body soap in Surabaya. The method used was quantitative research with a purposive sampling technique, involving 110 respondents selected through purposive sampling, a sampling technique based on specific criteria. The data was analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of this study indicate that Brand Image and Price Perception have a positive and significant influence on purchasing decisions for Lux brand body soap in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | KHARISMA NUR AISYAH | ||||||||
| Date Deposited: | 22 Aug 2025 03:23 | ||||||||
| Last Modified: | 22 Aug 2025 03:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/41766 |
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