Amalia, Febby (2023) PENGARUH CITRA MEREK, KUALITAS PACKAGING dan PROMOSI TERHADAP KEPUTUSAN PEMBELIAN VIVA KOSMETIK di TOKO JELITA COSMETICS SURABAYA. Skripsi thesis, UNIVERSITAS BHAYANGKARA SURABAYA.
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Abstract
This study aims to determine the effect of Brand Image, Packaging Quality, and Promotion on Purchasing Decisions. This thesis uses independent variables namely Brand Image, Packaging Quality, Promotion and the dependent variable is Purchase Decision. The sample of this research is . The sampling technique was carried out by the Random Sampling method. Data collection was carried out by distributing questionnaires directly to Jelita Cosmetics Shop Visitors as many as 96 questionnaires. This study uses validity test tools, reliability tests, multiple linear regression analysis, R square test, by testing the hypothesis F statistical test, t statistical test, and proving dominance. The results of the study show that brand image has a negative and significant effect on purchasing decisions, Packaging Quality has a positive and significant effect on purchasing decisions, Promotion has a positive and significant effect on purchasing decisions. Among the variables Brand Image, Packaging Quality, and Promotion, the variable that dominantly influences the decision of Viva Cosmetics at Jelita Cosmetics Store is Packaging Quality
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Packaging Quality, Promotion and Purchase Decision |
| Subjects: | Marketing Management > Marketing |
| Divisions: | Faculty of Economic & Business > Bachelor of Management & Business |
| Depositing User: | Perpus Ubhara Surabaya |
| Date Deposited: | 14 Mar 2024 04:12 |
| Last Modified: | 14 Mar 2024 04:12 |
| URI: | http://eprints.ubhara.ac.id/id/eprint/2344 |
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