Pengaruha Kualitas dan Promosi Terhadap Keputusana Pembelian Kosmetik Wardah, Make Over dan Emina
DOI:
https://doi.org/10.26740/jekobi.v3n2.p139-151Keywords:
Product quality, Promotion, Purchasing Decisions, PLS AnalysisAbstract
The development of the cosmetics industry in Indonesia in 2010 - 2015 has increased every year. This is evidenced by the high level of cosmetics production in Indonesia. With that, the cosmetics industry is given the trust to produce good quality cosmetic products. This study aims to determine the effect of product quality (X1) and promotion (X2) on purchasing decisions (Y) of Wardah, MakeOver and Emina cosmetic products. The sample used in this study were 100 Muslim female respondents who used Wardah, MakeOver and Emina cosmetics in Surabaya. The approach taken in this research was an associative quantitative approach. Primary data obtained from the distribution of questionnaires to consumers who use Wardah, MakeOver and Emina cosmetics. The analysis technique used in this research was Partial Least Square (PLS) analysis. The results of this study indicated that product quality has a positive and significant effect on purchasing decisions. In addition, promotion also affected positively and significantly on purchasing decisions.
References
Alma, B. (2003). Manajemen Pemasaran dan Pemasaran Jasa (2nd ed.). Bandung: ALFABETA.
Anto, H. (2003). Pengantar Ekonomi Mikro Islam. Yogyakarta: Ekonisia.
APJII. (2016). Laporan Survei Penetrasi & Profil Perilaku Pengguna Internet Indonesia 2016. Jakarta.
Crosby, P. B. (1979). Quality is free: The Art of Making Quality Certain. New York: New American Library.
Deliyanti, O. (2010). Manajemen Pemasaran Modern. Yogyakarta: Laksbang Pressindo.
Isoto, S., & Subagja, I. K. (2018). Pengaruh Kualitas Produk Dan Promosi Terhadap Keputusan Pembelian Buah Melon Pt. Syafina Niaga. Jurnal Manajemen Bisnis Krisnadwipayana, 6(2). https://doi.org/10.35137/jmbk.v6i2.189
Kotler, & Keller. (2009). Manajemen Pemasaran (13th ed.). Jakarta: Erlangga.
Mowen, J. C. (2001). Perilaku Konsumen (5th ed.). Jakarta: Erlangga.
Peter, J. P. (2007). Marketing Management Knowlodge and Skills (Eighth). New York: McGraw-Hill/Irwin.
Rao, P. (2006). Measuring Customer Perception Through Factor Analysis. The Asian Manager.
Sutisna. (2002). Perilaku Konsumen & Komunikasi Pemasaran. Bandung: PT Remaja Rosdakarya.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract views: 2209
,
PDF Downloads: 1581
