Nurhalizah, Lilis (2024) PENGARUH HARGA, PROMOSI, KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK HAND & BODY LOTION NIVEA (Studi Pada Pengguna Produk Hand & Body Lotion Nivea di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Cosmetics are synonymous with things related to beauty and health. Nivea is a cosmetic brand from a German company that is produced. by Beiersdorf. Nivea has several products such as lipstick, moisturizer, and hand & body lotion. This research discusses Nivea hand & body lotion products. The purpose of this research is to see how much influence price, promotion, product quality has on purchasing decisions for Nivea hand & body lotion in Surabaya. Associative research with a quantitative approach used in the research. The type of data used in this research is primary data, namely data collected and directly obtained directly from the research object. The data taken from this research was by distributing questionnaires using gform and the number of samples taken to be used as samples was 100 respondents from all users of Nivea Hand & Body Lotion products in Surabaya who had purchased at least 1 time. Nonprobability sampling is a data collection technique used in research. Data analysis techniques include validity testing, normality testing, reliability testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of this research are that the price variable (X1) has no effect on purchasing decisions, the promotion variable (X2) has an effect on purchasing decisions, the product quality variable (X3) has an effect on purchasing decisions. Simultaneously the variables price, promotion, product quality influence purchasing decisions. The results of this research provide an in-depth understanding of the importance of price, promotion, product quality in influencing consumer purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Lilis Lilis Nur | ||||||||
| Date Deposited: | 25 Apr 2024 07:20 | ||||||||
| Last Modified: | 25 Apr 2024 07:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21831 |
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