Apriani, Marisa (2019) Pengaruh Brand Image, Kualitas Produk Dan Reference Group Terhadap Minat Beli Produk Kosmetik Maskara Maybelline (Studi Pada Mahasiswi S1 Universitas Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand image, kualitas produk dan reference group terhadap minat beli kosmetik maskara Maybelline pada mahasiswi S1 Universitas Brawijaya Malang. Jenis penelitian ini adalah eksplanatory research yang menjelaskan hubungan kausal antara varibel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 160 responden pengambilan sampel dengan menggunakan nonprobability sampling dengan teknik purposivesampling. Alat uji dalam penelitian ini menggunakan uji instrumen dan uji asumsi klasik. Uji hipotesis dilakukan dengan menggunakan uji t. Teknik analisis data menggunakan analisis regresi linier berganda dengan menggunakan program SPSS 20.0. Hasil penelitian dapat disimpulkan bahwa variabel brand image, mempunyai pengaruh terhadap minat beli maskara Maybelline pada mahasiswi S1 Universitas Brawijaya Malang. Kualitas produk mempunyai pengaruh terhadap minat beli maskara Maybelline pada mahasiswi S1 Universitas Brawijaya Malang, dan reference group mempunyai pengaruh terhadap minat beli maskara Maybelline pada mahasiswi S1 Universitas Brawijaya Malang.
English Abstract
The study aims to determine the effect of the brand image, product quality and reference group on purchase intention on mascara Maybelline on bachelor students of Universitas Brawijaya Malang. This type of research is explanatory research which explains the causal relationship among variables through hypothesis testing. This study uses 160 respondents sampling using nonprobability sampling with purposive sampling technique. The test equipment in this study used the instrument test and the classic assumption test. Hypothesis testing is done using the t-test. The data analysis technique uses multiple linear regression analysis using the SPSS 20.0 program. From the results of the study, it can be concluded that the brand image variable has influence on purchase intention on mascara Maybelline on bachelor students of Brawijaya University Malang. Product quality has influence on purchase intention on mascara Maybelline on bachelor students of Brawijaya University Malang, and the reference group has influence on purchase intention mascara Maybelline on bachelor students of Brawijaya University Malang
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/EFB/2019/21/051903458 |
| Uncontrolled Keywords: | brand image, kualitas produk, reference group, minat beli, brand image, product quality, reference group, purchase intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 22 Jul 2020 02:57 |
| Last Modified: | 21 Oct 2021 04:01 |
| URI: | http://repository.ub.ac.id/id/eprint/170104 |
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