Skripsi S1

Pengaruh Brand Ambassador, Perceived Quality, dan Product Knowledge terhadap Purchase Decision Nature Republic Aloe Vera 92% Soothing Gel (Studi pada Konsumen Nature Republic Aloe Vera 92% Soothing Gel di Kabupaten Kebumen)

---

ABSTRAK
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh brand ambassador, perceived quality dan product knowledge terhdap purchase decision Nature Republic Aloe Vera 92% Soothing Gel di Kabupaten Kebumen. Populasi penelitian ini adalah wanita yang pernah membeli dan menggunakan nature republic aloe vera 92% soothing gel dengan jumlah sampel sebanyak 100 responden. Penelitian ini menggunakan metode analisis deskripstif dan statistika dengan metode nonprobability sampling dan jenis tekniknya adalah purposive sampling. Dalam metode statistika dilakukan uji validitas, uji reliabilitas, pengujian asumsi klasik, analisis regresi berganda, uji hipotesis dengan uji t maupun uji F. Hasil penelitian menunjukkan bahwa brand ambassador, perceived quality dan product knowledge berpengaruh secara simultan terhadap purchase decision. Brand ambassador berpengaruh secara signifikan terhadap purchase decision. Perceived quality berpengaruh secara signifikan terhadap purcahse decision. Product knowledge berpengaruh secara signifikan terhadap purchase decision.
Kata kunci : brand ambassador, perceived quality, product knowledge, purchase decision.
ABSTRACT
The purpose of this study was to analyze the effect of brand ambassador, perceived quality and product knowledge on purchase decision nature republic aloe vera 92% soothing gel consumer. The population in this study were consumers of nature republic aloe vera 92% soothing gel who had bought and used nature republic aloe vera 92% soothing gel with a sampel size of 100 respondents. The instrument used in this study was a questionnaire to obtain the primary data needed. Quantitative research methods, data obtained based on answers from respondents on the questionnaire, analyzed by statistical techniques of multiple linear analysis, regression model tested with classical assumptions in order to meet the requirements and feasible to predict the independent variable against the appropriate variable. The results of the regression calculations were tested with the t test, F test, and the coefficient of determination. The results of this study indicate that the variables of brand ambassador, perceived quality and product knowledge have an effect on purchase decision nature republic aloe vera 92% soothing gel, both individually (partially) and collectively (simultaneously). In this study it is known that the Display Product is an independent variable that has the greatest influence on purchase decision on nature republic aloe vera 92% soothing gel consumers compared to other independent variables.
Keywords : brand ambassador, perceived quality, product knowledge, purchase decision.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.81 Ros p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658.81

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Rosma Rosiana Dewi

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar