Anugrah Nursya, Ersalina (2024) PENGARUH KUALITAS PRODUK, KESESUAIAN HARGA DAN DAYA TARIK IKLAN TERHADAP MINAT BELI PRODUK LIPSTIK PIXY (Survey pada Mahasiswi di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, kesesuaian harga dan daya Tarik iklan terhadap minat beli produk lipstik Pixy. Sampel dalam penelitian ini adalah mahasiswi di Kabupaten Kuningan. Metode penelitian yang digunakan penulis dalam penelitian ini adalah metode kuantitatif dengan menggunakan kuesioner melalui google form. Jumlah keseluruhan sampel dalam penelitian ini sebanyak 200 responden. Teknik pengumpulan data yang digunakan oleh penulis dalam penelitian ini adalah kuesioner dan pengukurannya menggunakan skala interval, data yang didapat diolah dengan metode analisis regresi linear berganda dengan bantuan aplikasi SPSS versi 26. Pembuktian hipotesis dilakukan dengan menggunakan teknik analisis deskriptif. Hasil penelitian menunjukan bahwa : kualitas produk, kesesuaian harga dan daya tarik iklan baik secara simultan dan parsial berpengaruh positif dan signifikan terhadap minat beli produk lipstik Pixy.
Kata Kunci: Kualitas Produk, Kesesuaian Harga, Daya Tarik Iklan, Minat Beli.

This research aims to determine the influence of product quality, price match and advertising attractiveness on buying interest in Pixy lipstick products. The sample of this research were female students in Kuningan Regency. The research method used by the author in this research is a quantitative method using a questionnaire via Google Form. The total number of samples in this study was 200 respondents. The data collection technique used by the author in this research is a questionnaire and the measurement uses an interval scale. The data obtained is processed using multiple linear regression analysis methods with the help of the SPSS version 26 application. Proving the hypothesis is carried out using descriptive analysis techniques. The research results show that: product quality, price and advertising attractiveness both simultaneously and partially have a positive and significant effect on interest in buying Pixy lipstick products.
Keywords: Product Quality, Price Match, Advertising Attractiveness, Purchase Interest.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kata Kunci: Kualitas Produk, Kesesuaian Harga, Daya Tarik Iklan, Minat Beli. Keywords: Product Quality, Price Match, Advertising Attractiveness, Purchase Interest.
Subjects: H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Ersalina Anugrah Nursya
Date Deposited: 04 Nov 2024 06:53
Last Modified: 04 Nov 2024 06:53
URI: https://rama.uniku.ac.id/id/eprint/1631

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