ANALISIS PENGARUH PROMOSI PENJUALAN, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK EMINA KOSMETIK DI TOKO KOSMETIK KOTA SEMARANG
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Safitri, Diana Ika
Subject
H Social Sciences (General)
Datestamp
2023-09-11 02:43:34
Abstract :
Abstract This study aims to examine the effect of promotion, brand image and product quality on purchasing decisions for Emina cosmetic products in cosmetic stores in Semarang, especially at CV stores. Candra Group with a sample size of 100 respondents. The sampling method is accidental sampling through distributing questionnaires to Cv Candra Group customers, especially customers of emina cosmetic products who happen to be at the research location. The data analysis technique used is multiple linear regression analysis using the SPSS 23 program. The results of this study indicate that promotion and product quality have a positive and significant effect on purchasing decisions. Meanwhile, brand image has no effect and is not significant on purchasing decisions. Keywords: Promotion, Brand Image, Product Quality, Purchasing Decisions.
Abstract This study aims to examine the effect of promotion, brand image and product quality on purchasing decisions for Emina cosmetic products in cosmetic stores in Semarang, especially at CV stores. Candra Group with a sample size of 100 respondents. The sampling method is accidental sampling through distributing questionnaires to Cv Candra Group customers, especially customers of emina cosmetic products who happen to be at the research location. The data analysis technique used is multiple linear regression analysis using the SPSS 23 program. The results of this study indicate that promotion and product quality have a positive and significant effect on purchasing decisions. Meanwhile, brand image has no effect and is not significant on purchasing decisions. Keywords: Promotion, Brand Image, Product Quality, Purchasing Decisions.
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