PENGARUH CITRA MEREK, PERSEPSI HARGA DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN HAND AND BODY LOTION MEREK “NIVEA”
| Main Author: | Hasanah, Ifadah Qulil |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/61090/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/61090/2/BAB%20I.pdf http://eprints.umm.ac.id/61090/3/BAB%20II.pdf http://eprints.umm.ac.id/61090/4/BAB%20III.pdf http://eprints.umm.ac.id/61090/5/BAB%20IV.pdf http://eprints.umm.ac.id/61090/6/BAB%20V.pdf http://eprints.umm.ac.id/61090/7/LAMPIRAN.pdf http://eprints.umm.ac.id/61090/ |
Daftar Isi:
- The development of the cosmetics business is growing rapidly in Indonesia so that producers provide products that are by the wishes of their consumers. This research uses descriptive quantitative by using multiple linear regression analysis and descriptive analysis. The population in this study were students of the University of Muhammadiyah Malang with a sample of the Faculty of Economics and Business using the Brand Nivea Hand and Body Lotion with a sample of 100 respondents. Data collection techniques using a questionnaire. The study was conducted to determine the effect of brand image, price perception and product quality perception on purchasing decisions of Nivea brand hand and body lotion consumers. Where, the results of the study show that brand image influences purchasing decisions, price perception influences purchase decisions and perceptions of product quality effect purchase decision.