Pengaruh Harga, Kualitas Produk, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening (Studi Kasus Pada Konsumen Scarlett whitening di Madiun)

Garniva, Ardhia Vici (2024) Pengaruh Harga, Kualitas Produk, Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening (Studi Kasus Pada Konsumen Scarlett whitening di Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

This research aims to find out whether there is an influence of price, product quality, promotion and service quality on purchasing decisions for Scarlett Whitening skincare (Case Study of Scarlett Whitening Consumers in Madiun). The research method used is a quantitative approach. The sample for this research was 260 respondents. Data collection uses a questionnaire. Data analysis techniques include validity tests, reliability tests, classical assumption tests, multiple regression tests, t tests, f tests, coefficient of determination. Data processing in research uses SPSS 25. The research results show that (1) price has a negative and insignificant effect on the decision to purchase scarlett whitening skincare products in Madiun, (2) product quality has a positive and significant effect on the decision to purchase scarlett whitening skincare products in Madiun, (3) promotion has a positive and significant effect on the decision to purchase scarlett whitening skincare products in Madiun, (4) service quality has a positive and significant effect on the decision to purchase scarlett whitening skincare products in Madiun and (5) price, product quality, promotion and service quality together (simultaneously) have a significant effect on purchasing decisions for Scarlett Whitening skincare products in Madiun Keywords: Price, Product Quality, Promotion, Service Quality, Buyer Decision.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Price, Product Quality, Promotion, Service Quality, Buyer Decision.
Subjects:	A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	GARNIVA VICI ARDHIA
Date Deposited:	07 Oct 2024 04:17
Last Modified:	07 Oct 2024 04:17
URI:	http://eprint.unipma.ac.id/id/eprint/2245

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