ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK SKIN CARE

Muhamad Al Faruq Abdullah

doi:10.22441/jimb.v6i2.8894

ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK SKIN CARE

Authors

Muhamad Al Faruq Abdullah Universitas Mercu Buana, Indonesia http://orcid.org/0000-0001-5123-5422

DOI:

https://doi.org/10.22441/jimb.v6i2.8894

Keywords:

Persepsi Harga, Citra Merek, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga dan citra merek terhadap keputusan pembelian Skincare. Objek penelitian ini adalah ibu rumah tangga di daerah Sawangan, Depok yang pernah membeli produk skincare Marta Tilaar. Variabel yang dipakai pada penelitian ini ada tiga, yaitu Persepsi Harga (X1), Citra Merek (X2) dan Keputusan Pembelian (Y). Penelitian ini dilakukan pada 110 responden secara offline kepada ibu rumah tangga di perumahan kawasan sawangan kota Depok. dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dan menggunakan convenience sampling untuk pengambilan sampel. Analisis data yang digunakan adalah SEM dimana pengolahan data menggunakan program SmartPLS versi 3.0. Hasil penelitian menggambarkan bahwa variabel persepsi harga berpengaruh signifikan terhadap proses keputusan pembelian, kemudian variabel citra merek berpengaruh positif terhadap keputusan pembelian. Dari hasil penelitian ini, sebaiknya pihak produk dapat mempertahankan persepsi harga dan melakukan upaya pengembangan atau peningkatan citra merek, karena variabel persepsi harga dan citra merek memiliki pengaruh yang signifikan dalam mempengaruhi keputusan pembelian.

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Published

2020-07-27

How to Cite

Abdullah, M. A. F. (2020). ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK SKIN CARE. Jurnal Ilmiah Manajemen Dan Bisnis, 6(2), 254–262. https://doi.org/10.22441/jimb.v6i2.8894

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Issue

Vol. 6 No. 2 (2020): Jurnal Ilmiah Manajemen dan Bisnis

Section

Articles

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