Pengaruh kualitas produk, harga dan citra merek terhadap minat beli konsumen pada produk Ms Glow Aesthetic Clinic Surabaya

Ramadani, Cindy Fitri (2021) Pengaruh kualitas produk, harga dan citra merek terhadap minat beli konsumen pada produk Ms Glow Aesthetic Clinic Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRACT This study aims to analyze the effect partially and simultaneously between the variables of product quality, price and brand image on consumer buying interest (Y) on MS Glow Aestethic Clinic customers. The analysis method used is multiple linear regression analysis. The sample used in this study were 96 respondents using purposive sampling technique from MS Glow Aestethic Clinic customers. The results of this study indicate that there is a simultaneous influence on the variables of product quality, price and brand image on consumer buying interest. The results also show that the variables of product quality, price and brand image partially influence consumer buying interest. The results of the adjusted R square found that the effect of product quality, price and brand image on consumer buying interest can be explained by 52,6% while the remaining 47,4% is explained by other variables not included in this research model. Keywords: Product Quality, Price, Brand Image, Consumer Buying Interest ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh secara parsial dan simultan antara variabel kualitas produk, harga dan citra merek terhadap minat beli konsumen (Y) pada pelanggan MS Glow Aestethic Clinic, metode analisis yang digunakan analisa regresi linier berganda. Sampel yang digunakan dalam penelitian ini sebanyak 96 responden dengan menggunakan teknik purposive sampling dari pelanggan MS Glow Aestethic Clinic. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh secara simultan pada variabel kualitas produk, harga dan citra merek terhadap minat beli konsumen. Hasil penelitian juga menunjukkan variabel kualitas produk, harga dan citra merek berpengaruh secara parsial terhadap minat beli konsumen. Hasil adjusted R square ditemukan bahwa berpengaruh kualitas produk, harga dan citra merek terhadap minat beli konsumen dapat dijelaskan sebesar 52,6% sedangkan sisanya sebesar 47,4% dijelaskan oleh variabel lain yang tidak disertakan dalam model penelitian ini Kata kunci: Kualitas Produk, Harga, Citra Merek, Minat Beli Konsumen

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata kunci: Kualitas Produk, Harga, Citra Merek, Minat Beli Konsumen
Subjects:	A General Works > AC Collections. Series. Collected works A General Works > AI Indexes (General)
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Cindy Fitri Ramadani Uwks
Date Deposited:	18 Mar 2021 04:37
Last Modified:	18 Mar 2021 04:37
URI:	http://erepository.uwks.ac.id/id/eprint/8238

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