PENGARUH BRAND PERSONALITY DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION (Survei pada Konsumen Sabun Pembersih Wajah Biore di E-Commerce Shopee)

Sri Rahayu Hanapiah, - (2022) PENGARUH BRAND PERSONALITY DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION (Survei pada Konsumen Sabun Pembersih Wajah Biore di E-Commerce Shopee). S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: http://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh brand personality dan product quality terhadap purchase decision pada konsumen sabun pembersih wajah Biore di e-commerce Shopee. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Variabel terikat dalam penelitian ini adalah Purchase Decision serta variabel bebas Brand Personality dan Product Quality. Populasi dalam penelitian ini adalah konsumen sabun pembersih wajah Biore di e-commerce Shopee. Pengambilan sampel dalam penelitian ini dengan menggunakan metode sampel penilaian atau purposive sampling dengan menggunakan teknik non-probability sampling terhadap 200 responden. Teknik analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan bahwa gambaran product quality berada pada kategori baik, sedangkan brand personality, dan purchase decision pada kategori cukup baik. Hasil penelitian menunjukkan brand personality berpengaruh signifikan terhadap purchase decision, product quality berpengaruh signifikan terhadap purchase decision, serta variabel brand personality dan product quality berpengaruh signifikan terhadap purchase decision. Kata kunci: Brand Personality, Product Quality dan Purchase Decision This study aims to obtain an overview and influence of brand personality and product quality on purchase decisions of consumers of Biore facial cleansing soap in Shopee e-commerce. This study uses descriptive and verification methods with a quantitative approach. The dependent variable in this study is Purchase Decision and the independent variables are Brand Personality and Product Quality. The population in this study were consumers of Biore facial cleansing soap at Shopee e-commerce. Sampling in this study using the assessment sample method or purposive sampling using a non-probability sampling technique of 200 respondents. The analytical technique used is Structural Equation Modeling (SEM). The findings of this study indicate that the description of product quality is in a good category, while brand personality and purchase decisions are in a fairly good category. The results show that brand personality has a significant effect on purchase decisions, product quality has a significant effect on purchase decisions, and brand personality and product quality variables have a significant effect on purchase decisions. Keywords: Brand Personality, Product Quality dan Purchase Decision

Item Type: Thesis (S1)
Uncontrolled Keywords: Brand Personality, Product Quality dan Purchase Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User: Sri Rahayu Hanapiah
Date Deposited: 09 Dec 2022 08:59
Last Modified: 09 Dec 2022 08:59
URI: http://repository.upi.edu/id/eprint/86326

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