Azzahra, Sasha and Edriana Pangestuti, SE., M.Si, DBA. (2024) Pengaruh Co-Branding Strategy, Vegan Cosmetics Labelling, Dan Product Quality Terhadap Keputusan Pembelian Produk Esqa X Barbie (Survei Pada Konsumen Produk Esqa X Barbie Yang Berdomisili Di Provinsi Dki Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) menganalisis dan menjelaskan pengaruh co-branding terhadap keputusan pembelian, (2) menganalisis dan menjelaskan pengaruh vegan cosmetics labelling terhadap keputusan pembelian, (3) menganalisis dan menjelaskan pengaruh product quality terhadap keputusan pembelian, dan (4) menganalisis dan menjelaskan pengaruh co-branding, vegan cosmetics labelling, dan product quality secara simultan terhadap keputusan pembelian. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah co-branding, vegan cosmetics labelling, dan product quality. Populasi dalam penelitian ini adalah Konsumen produk Esqa x Barbie di Provinsi DKI Jakarta. Jumlah sampel yang digunakan sebanyak 100 responden dengan metode pengambilan sampel adalah non-probability sampling dengan Teknik purposive sampling. Analisis data menggunakan analisis deskriptif, outer model, inner model, dan bootstrapping. Hasil penelitian menunjukan bahwa co-branding (X1) secara parsial memiliki pengaruh signifikan terhadap keputusan pembelian (Y), vegan cosmetics labelling (X2) secara parsial memiliki pengaruh signifikan terhadap keputusan pembelian (Y), product quality (X3) secara parsial memiliki pengaruh signifikan terhadap keputusan pembelian, serta co-branding (X1), vegan cosmetics labelling (X2), dan product quality (X3) secara simultan berpengaruh signifikan terhadap keputusan pembelian (Y) sebesar 83.6%.
English Abstract
This study aims to (1) analyze and explain the effect of co-branding on purchasing decisions, (2) analyze and explain the effect of vegan cosmetics labeling on purchasing decisions, (3) analyze and explain the effect of product quality on purchasing decisions, and (4) analyze and explain the effect of co-branding, vegan cosmetics labeling, and product quality simultaneously on purchasing decisions. This type of research is explanatory research with a quantitative approach. The variables used in this study are co-branding, vegan cosmetics labeling, and product quality. The population in this study are consumers of Esqa x Barbie collaboration products in DKI Jakarta Province. The number of samples used was 100 respondents with the sampling method being non-probability sampling with purposive sampling technique. Data analysis using descriptive analysis, outer model, inner model, and bootstrapping. The results showed that co-branding (X1) partially had a significant effect on purchasing decisions (Y), vegan cosmetics labeling (X2) partially had a significant effect on purchasing decisions (Y), product quality (X3) partially had a significant effect on purchasing decisions, and co-branding (X1), vegan cosmetics labeling (X2), and product quality (X3) simultaneously had a significant effect on purchasing decisions (Y) by 83.6%.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0524030143 |
| Uncontrolled Keywords: | Co-Branding, Vegan Cosmetics Labelling, Product Quality, Keputusan Pembelian. |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 21 Jun 2024 03:50 |
| Last Modified: | 21 Jun 2024 03:50 |
| URI: | http://repository.ub.ac.id/id/eprint/220274 |
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Text (DALAM MASA EMBARGO)
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