PENGARUH EKUITAS MEREK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK MB STAR GLOW DI DESA KRATON KECAMATAN KRIAN
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Institusion
Universitas Bhayangkara Surabaya
Author
Ningrum, Rosa Maulidia Fara
Subject
Marketing
Datestamp
2024-03-18 02:48:25
Abstract :
This study is about the effect of brand equity, perceived price and promotion on the purchase decision of MB STAR GLOW skincare products in Kraton Village, Krian District. The population in this study were consumers who purchased MB STAR GLOW skincare products in Kraton Village, Krian District. Sampling was carried out by questionnaire technique, namely the technique of determining the sample with certain considerations according to the desired objectives with the number of samples taken being 100 respondents. The data collected was analyzed regression to test the validity of the question items alpha cronbach to test the reliability of the instrument and regression analysis to test the influence of the independent variables tested on purchasing decisions. Partially, the results of this study indicate that brand equity, perceived price and promotion have a positive and significant effect on purchasing decisions for MB STAR GLOW skincare products in Kraton Village, Krian District. The most influential variables in this study are brand equity and promotion in purchasing decisions
This study is about the effect of brand equity, perceived price and promotion on the purchase decision of MB STAR GLOW skincare products in Kraton Village, Krian District. The population in this study were consumers who purchased MB STAR GLOW skincare products in Kraton Village, Krian District. Sampling was carried out by questionnaire technique, namely the technique of determining the sample with certain considerations according to the desired objectives with the number of samples taken being 100 respondents. The data collected was analyzed regression to test the validity of the question items alpha cronbach to test the reliability of the instrument and regression analysis to test the influence of the independent variables tested on purchasing decisions. Partially, the results of this study indicate that brand equity, perceived price and promotion have a positive and significant effect on purchasing decisions for MB STAR GLOW skincare products in Kraton Village, Krian District. The most influential variables in this study are brand equity and promotion in purchasing decisions
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