SKRIPSI: Pengaruh Persepsi Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Marina Hand and Body Lotion di Kota Yogyakarta

Ayu, Rewanda (2023) SKRIPSI: Pengaruh Persepsi Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Produk Marina Hand and Body Lotion di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to test and analyze the influence of price perception, product quality and brand image on purchasing decisions for Marina hand and body lotion products in Yogyakarta City. The population and sample in this research are Yogyakarta city consumers who have purchased and used Marina Hand and Body Lotion products at least 1 (one) time in Yogyakarta City with 43 respondents. The sampling technique in this research used a non-probability sampling method. The analytical method used in this research is purposive sampling. The conclusions of this research show that: 1) Price perception has a positive influence on purchasing decisions for Marina Hand and Body Lotion products in Yogyakarta City. 2) Product quality has a positive influence on purchasing decisions for Marina Hand and Body Lotion products in Yogyakarta City. 3) Brand image has no influence on purchasing decisions for Marina Hand and Body Lotion products in Yogyakarta City.

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