REGINA PATRISIA, NIM. 212021211 (2025) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SKINCARE MS.GLOW DI KECAMATAN SEBERANG ULU DUA KOTA PALEMBANG. Skripsi thesis, Universitas Muhammadiyah Palembang.

Preview	Text 212021211_BAB I_DAFTAR PUSTAKA.pdf - Published Version Download (636kB) | Preview
	Text 212021211_BAB II.pdf - Published Version Restricted to Repository staff only Download (405kB)
	Text 212021211_BAB III.pdf - Published Version Restricted to Repository staff only Download (394kB)
	Text 212021211_BAB IV.pdf - Published Version Restricted to Repository staff only Download (495kB)
	Text 212021211_BAB V.pdf - Published Version Restricted to Repository staff only Download (226kB)
	Text 212021211_DAFTAR PUSTAKA.pdf - Published Version Restricted to Repository staff only Download (232kB)
	Text 212021211_Lampiran.pdf - Published Version Restricted to Repository staff only Download (3MB)
	Text 212021211_Cover_sampai_Lampiran.pdf - Published Version Restricted to Repository staff only Download (3MB)

Abstract

ABSTRAK Regina Patrisia/21202121/Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Skincare MS.Glow di Kecamatan Seberang Ulu Dua Kota Palembang Penelitian ini untuk menjawab permasalahan yang ada bagaimana citra merek dan kualitas produk dapat mempengaruhi keputusan pembelian Skincare MS.Glow di Kecamatan Seberang Ulu Dua Kota Palembang. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek dan kualitas produk terhadap keputusan pembelian Skincare MS.Glow di Kecamatan Seberang Ulu Dua Kota Palembang secara simultan dan parsial. Jenis penelitian ini menggunakan asosiatif. Tempat penelitian dilakukan di kecamatan seberang ulu dua kota Palembang. Data yang digunakan data Primer dan Sekunder, dan teknik pengumpulan data yang digunakan adalah kuesioner dan dokumentasi. Metode pengumpulan data yang digunakan dalam penelitian ini adalah Regresi Linear Berganda, Uji F, Uji t, menggunakan aplikasi Statistic Program for Special Science (SPSS) 25 Version. Hasil Penelitian ini menyatakan bahwa Citra Merek dan Kualitas Produk mempunyai pengaruh signifikan terhadap keputusan pembelian Skincare MS.Glow di Kecamatan Seberang Ulu Dua Kota Palembang. Kata kunci : Citra Merek, Kualitas Produk, dan Keputusan Pembelian. ABSTRACT Regina Patrisia/21202121/The Influence of Brand Image and Product Quality on the Decision to Purchase MS.Glow Skincare in Seberang Ulu Dua District, Palembang City This research is to answer the existing problem of how brand image and product quality can influence purchasing decisions for MS.Glow Skincare in Seberang Ulu Dua District, Palembang City. This research aims to determine the influence of brand image and product quality on purchasing decisions for MS.Glow Skincare in Seberang Ulu Dua District, Palembang City, simultaneously and partially. This type of research uses associativity. The research location was carried out in the Ulu Ulu sub-district of the two cities of Palembang. The data used is Primary and Secondary data, and the data collection techniques used are questionnaires and documentation. The data collection method used in this research is Multiple Linear Regression, F Test, T Test, using the Statistical Program for Special Science (SPSS) 25 Version application. The results of this research state that Brand Image and Product Quality have a significant influence on purchasing decisions for MS.Glow Skincare in Seberang Ulu Dua District, Palembang City. Key Words: Brand Image, Product Quality, and Purchasing Decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	1. Dr. Maftuhah Nurrahmi, S.E., M.Si 2. Nadia Afrilliana, S.E., M.Si
Uncontrolled Keywords:	Kata kunci : Citra Merek, Kualitas Produk, dan Keputusan Pembelian.
Subjects:	Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	23 May 2025 03:37
Last Modified:	23 May 2025 03:37
URI:	http://repository.um-palembang.ac.id/id/eprint/31595

Actions (login required)

View Item