PENGARUH CITRA MEREK, KUALITAS PACKAGING dan PROMOSI
TERHADAP KEPUTUSAN PEMBELIAN VIVA KOSMETIK di TOKO
JELITA COSMETICS SURABAYA
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Institusion
Universitas Bhayangkara Surabaya
Author
Amalia, Febby
Subject
Marketing
Datestamp
2024-03-14 04:12:28
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
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
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