SKRIPSI: Pengaruh Kualitas Produk, Celebrity Endorser, dan Harga terhadap Keputusan Pembelian Sunscreen Garnier pada Generasi Z di Yogyakarta

Prima Riadiani, Safitri (2026) SKRIPSI: Pengaruh Kualitas Produk, Celebrity Endorser, dan Harga terhadap Keputusan Pembelian Sunscreen Garnier pada Generasi Z di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

The purpose of this study was to analyze the effect of product quality, celebrity endorsers and price on purchasing decisions for garnier sunscreen for generation z in Yogyakarta. The sampling technique in this study used nonprobability sampling techniques. The sampling method uses purposive sampling. In this study, the sample was consumers of Sunscreen Garnier products who had used Sunscreen Garnier products at least once, with a minimum age of 18 years to 27 years and residing in Yogyakarta. The results of the analysis show that the product quality variable (X1) does not have a positive and significant influence on the purchasing decision of Sunscreen Garnier for generation Z in Yogyakarta, the celebrity endorser variable (X2) has a positive and significant influence on the purchasing decision of Sunscreen Garnier for generation Z in Yogyakarta, the price variable (X3) has a positive and significant influence on the purchasing decision of Sunscreen Garnier for generation Z in Yogyakarta.

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: Ilmu Manajemen > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 13 Jul 2026 01:55
Last Modified: 13 Jul 2026 01:55
URI: http://repository.stimykpn.ac.id/id/eprint/706

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