Ahmad, Faiz Amal and , Prof. Dr. Muhammad Wahyudin, M.Si (2018) Analisis Pengaruh Kualitas Produk, Persepsi Harga dan Kualitas Pelayanan Terhadap Keputusan Pembelian(Studi Empiris dalam Keputusan Pembelian oleh Mahasiswa Universitas Muhammadiyah Surakarta di Ella Skin Care ). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Skin Care industry is growing certainly encouraged by the level of community needs for skin care. So companies need to understand the wants and needs of consumers and to determine appropriate marketing strategies in order to survive and win the competition. This study aims to determine how the influence of product quality, price perception, and quality of service on purchasing decisions in Ella Skin Care. The population in this study were all students of Muhammadiyah University of Surakarta who has been performing maintenance and purchase products Ella Skin Care. Sampling technique that used in this study is convinience sampling by taking a sample of 100 respondents. Data collection method used is a field study with questionnaires personally. The analysis used in this study is to test the research instrument, the classical assumption test, multiple linear regression analysis test, t test, F test and the coefficient of determination (R2). Results obtained from this study has several findings. Products Quality has positive and significant influence on purchasing decisions. Price perceptions has negative and significant influence on purchasing decisions. Service of quality positive and significant influence on purchasing decisions, and simultaneously the quality of the product, price perceptions and service quality have a significant influence on purchasing decisions with the contributions made (Adjusted R2) by 34% and the rest is explained by other variables.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Produk Quality, Price Perception, Servive Quality, and Purchase Decisions |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | FAIZ AMAL AHMAD |
| Date Deposited: | 07 May 2018 07:34 |
| Last Modified: | 07 May 2018 07:34 |
| URI: | http://eprints.ums.ac.id/id/eprint/62507 |
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