SKRIPSI: Pengaruh Inovasi Produk, Kualitas Produk dan Harga terhadap Minat Beli Viva Kosmetik pada Generasi Z di Yogyakarta

OKTAVIANTI, Regita Dwi (2025) SKRIPSI: Pengaruh Inovasi Produk, Kualitas Produk dan Harga terhadap Minat Beli Viva Kosmetik pada Generasi Z di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

	Text (Halaman Judul) S1_122101836_Awal.pdf Download (522kB)
	Text (BAB 1) S1_122101836_BAB1.pdf Download (165kB)
	Text (BAB 2) S1_122101836_BAB2.pdf Download (225kB)
	Text (BAB 3) S1_122101836_BAB3.pdf Download (176kB)
	Text (BAB 4) S1_122101836_BAB4.pdf Download (437kB)
	Text (BAB 5) S1_122101836_BAB5.pdf Download (34kB)
	Text (Daftar Pustaka) S1_122101836_Referensi.pdf Download (170kB)

Abstract

The purpose of this study is to analyze the effect of product innovation, product quality, and price on the purchase intention of Viva Cosmetics among Generation Z in Yogyakarta. Data were collected throngh a Google Form survey. Population in this study consists of Generation Z individuals in Yogyakarta who are familiar with Viva Cosmetics. The sampling method used is non-probability sampling with a purposive sampling technique, resulting in a total of go respondents. The data were analyzed using multiple linear regression. The results indicate that Product Innovation and Product Quality have a significant positive effect on Purchase Intention, while Price has no significant effect.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	STIM YKPN Yogyakarta > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	11 Dec 2025 06:51
Last Modified:	11 Dec 2025 06:51
URI:	http://repository.stimykpn.ac.id/id/eprint/670

Actions (login required)

View Item