Pramiswari, Nadya Eko (2025) PENGARUH HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDBODY MARINA (Studi Kasus Konsumen di Kota Madiun). S1 thesis, Universitas PGRI Madiun.
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Abstract
Nadia Eko Prameswari. 2025. Pengaruh Harga, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Handbody Marina (Studi Kasus Konsumen di Kota Madiun). Program Studi Manajemen, Fakultas Ekonomi Dan Bisnis, UNIVERSITAS PGRI MADIUN. Pertumbuhan besar saat ini terjadi pada industri kosmetik termasuk Indonesia. Kemajuan di dilapangan ekonomi, sosial budaya dan teknologi membawa dampak pada trend masyarakat, yang mana produk kecantikan menjadi kebutuhan pokok terutama untuk wanita. Tujuan penelitian ini adalah untuk mengetahui apakah harga, kualitas produk dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian hand and body lotion Marina di Kota Madiun. Metode dalam penelitian ini adalah penelitian kuantitatif. Teknik pengambilan sampel menggunakan Teknik purposive sampling, dengan jumlah sampel sebanyak 170 responden. Teknik pengumpulan data menggunakan kuesioner. Sedangkan analisis data menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: 1) Secara parsial variabel harga (X1) memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian Handbody Marina (Studi kasus konsumen di Kota Madiun). 2) Secara parsial variabel kualitas produk (X2) memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian Handbody Marina (Studi kasus konsumen di Kota 2Madiun). 3) Secara parsial variabel promosi (X3) memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian Handbody Marina (Studi kasus konsumen di Kota Madiun). 4) Seicara simultan variabeil harga, kualitas produk, dan promosi beirpeingaruh positif dan signifikan teirhadap keputusan pembelian Handbody Marina (Studi kasus konsumen di Kota Madiun). Kata Kunci: Harga, Kualitas Produk, Promosi, Keputusan Pembelian ABSTRAK Nadia Eko Prameswari. 2025. The Influence of Price, Product Quality, and Promotion on Purchasing Decisions of Marina Handbody (Consumer Case Study in Madiun City). Management Study Program, Faculty of Economics and Business, UNIVERSITAS PGRI MADIUN. Currently, major growth is occurring in the cosmetics industry, including Indonesia. Advances in the fields of economics, socio-culture and technology have an impact on societal trends, where beauty products are a basic need, especially for women. The purpose of this study was to determine whether price, product quality and promotion have a positive and significant effect on purchasing decisions for Marina hand and body lotion in Madiun City. The method in this study is quantitative research. The sampling technique used purposive sampling technique, with a sample size of 170 respondents. The data collection technique used a questionnaire. While data analysis used multiple linear regression analysis. The results of the study showed that: 1) Partially, the price variable (X1) has a positive and significant effect on purchasing decisions for Marina Handbody (Consumer case study in Madiun City). 2) Partially, the product quality variable (X2) has a positive and significant influence on the purchasing decision of Handbody Marina (Consumer case study in Madiun City). 3) Partially, the promotion variable (X3) has a positive and significant influence on the purchasing decision of Handbody Marina (Consumer case study in Madiun City). 4) Simultaneously, the price, product quality, and promotion variables have a positive and significant influence on the purchasing decision of Handbody Marina (Consumer case study in Madiun City). 2Keywords: Price, Product Quality, Promotion, Purchasing Decision
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Harga, Kualitas Produk, Promosi, Keputusan Pembelian Price, Product Quality, Promotion, Purchasing Decision |
| Subjects: | A Social Sciences > HB Economic Theory A Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PRAMISWARI EKO NADYA |
| Date Deposited: | 30 Jun 2025 03:58 |
| Last Modified: | 30 Jun 2025 03:58 |
| URI: | http://eprint.unipma.ac.id/id/eprint/3003 |
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