Aini, Wulan Nur (2025) Pengaruh Product Quality, E-WOM, Price Perception terhadap Purchase Decision Produk Hand & Body Lotion Marina di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The increasingly competitive cosmetics industry has forced companies engaged in the beauty or body care sector to adjust their marketing strategies in order to increase sales. This study aims to analyze the Influence of Product Quality, E-WOM, and Price Perception on Purchase Decision of Marina Hand & Body Lotion Products in Surabaya City. This study uses a quantitative approach with the Partial Least Square (PLS) method using SmartPLS software to analyze the data. The sample consisted of 112 respondents selected using purposive sampling techniques. Data were collected through online questionnaires distributed to consumers of Marina Hand & Body Lotion products in Surabaya. The results of the study indicate that Product Quality, E-WOM, and Price Perception are able to influence Purchase Decision of Marina Hand & Body Lotion products in Surabaya City.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) 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: | Wulan Nur Aini | ||||||||
| Date Deposited: | 16 Jun 2025 07:38 | ||||||||
| Last Modified: | 16 Jun 2025 07:38 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37787 |
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