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All Journal Menara Ilmu JURNAL EKONOMI SAKTI (JES)
Erdalina, Wahyu
Program Studi Magister Manajemen
Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education

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PENGARUH KUALITAS PRODUK, HARGA, DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK MEREK CITRA HAND AND BODY LOTION DI PARIAMAN Erdalina, Wahyu
Menara Ilmu Vol 12, No 9 (2018): Vol. XII No. 9 Oktober 2018
Publisher : LPPM Universitas Muhammadiyah Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33559/mi.v12i9.969

Abstract

Perkembangan produk kosmetik mengakibatkan tingkat persaingan di dunia usaha kosmetikjuga semakin ketat, sehingga masing-masing produsen kosmetik berlomba-lomba untukmemenangkan persaingan. Masing-masing perusahaan berusaha menciptakan suatu konseppemasaran yang mampu menarik konsumen untuk membeli produk yang ditawarkan. Selain ituperusahaan juga semakin mengembangkan pengetahuannya mengenai perilaku konsumen. Hal inidisebabkan perilaku konsumen sangat berpengaruh terhadap minat konsumen untuk melakukankeputusan pembelian ulang terhadap produk yang ditawarkan. Keputusan konsumen dalammenentukan atau memilih merek produk tertentu bukanlah hal yang begitu saja terjadi. Banyakpertimbangan yang dilakukan konsumen sebelum memutuskan untuk membeli suatu produk,misalnya kualitas produk, harga, dan promosi produk tersebut. Penelitian ini dilakukan padatahun 2O14 di Kota Pariaman. Populasi penelitian ini adalah wanita berusia 15-35 tahun yangtelah memakai produk kecantikan merek Citra hand and body lation di sekitar Pariaman.Berdasarkan hasil perhitungan maka jumlah sampel minimal adalah 96 responden. Namun dalampenelitian ini akan menggambil sampel melebihi angka ninimal yaitu 100 responden. Jumlahresponden sebanyak 100 orang tersebut dianggap sudah representatif karena sudah lebih besardari batas minimal sampel. Hasil penelitian menunjukan bahwa kualitas produk, harga dan iklantelevise berpengaruh signifikan terhadap keputusan pembelian kosmetik merk citra and hand andbody lotion di PariamanKata Kunci: Kualitas Produk, Harga, Iklan televisi, Keputusan Pembelian
Pengaruh Kualitas Produk, Harga, dan Iklan Televisi Terhadap Keputusan Pembelian Kosmetik Merek Citra Hand And Body Lotion di Pariaman Erdalina, Wahyu
Jurnal Ekonomi Sakti Vol 7 No 1 (2018)
Publisher : LEMBAGA PENELITIAN DAN PENGABDIAN MASYARAKAT - SEKOLAH TINGGI ILMU EKONOMI SAKTI ALAM KERINCI

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The development of cosmetic products has resulted in increasingly tight competition in the cosmetics business world, so that each cosmetic manufacturer is competing to win the competition. Each company tries to create a marketing concept that is able to attract consumers to buy products offered. In addition, the company also develops its knowledge about consumer behavior. This is because consumer behavior is very influential on consumer interest to make repurchase decisions on products offered. Consumer decisions in determining or choosing a particular product brand are not things that just happen. Many considerations are taken by consumers before deciding to buy a product, such as product quality, price, and promotion of the product. This research was conducted in 2O14 in Kota Pariaman. The population of this study were women aged 15-35 years who had used brand beauty products, hand and body lation images around Pariaman. Based on the results of the calculation, the minimum number of samples is 96 respondents. But in this study will take a sample exceeding the minimum number of 100 respondents. The number of respondents as many as 100 people is considered to be representative because it is greater than the minimum sample size. The results showed that the quality of products, prices and television advertisements had a significant effect on the purchase decision of brand image cosmetics and hand and body lotion in Pariaman
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