Kualitas Produk, Harga, Citra Merek Terhadap Keputusan Pembelian Produk Feminine Care Softex di Pamela Satu Yogyakarta - Aryandha, Pradita Nindya; Herdiany, Hapsari Dyah; Putranti, Latifah; Kamara, Haris (Direktorat Riset dan Pengabdian kepada Masyarakat Universitas Bina Darma, 2024)
This research aims to determine whether product quality, price and brand image influence the decision to purchase Softex feminine care products in Pamela Satu Yogyakarta. This research is in the form of associative research with multiple-cross sectional analysis. The types of data and data sources in this research consist of direct data and indirect data. In obtaining direct data, it is in the form of a questionnaire to be filled out by respondents who have purchased and used Softex feminine care products at Pamela Satu Yogyakarta via Google form. The sample in this research was 100 respondents who had purchased and used Softex feminine care products in Pamela Satu Yogyakarta. Research was conducted from August to September 2022 at Pamela Satu Yogyakarta. The variables that the author uses in this research are divided into two types, namely independent variables, including product quality, price and brand image, and dependent variables, namely purchasing decisions. The results of the research that has been carried out can be concluded that the variables of product quality, price and brand image have a positive and significant influence on purchasing decisions for Feminine Care Softex in Pamela Satu Yogyakarta. The results of this research can provide input for PT Kimberly-Clark Softex as a producer of Feminine Care Softex to further improve product quality, price and brand image in order to improve purchasing decisions by consumers so that the main goals of the company can be achieved optimally. Keywords: Quality. Price, Image, Purchase Decision Abstrak Riset ini bertujuan untuk mengetahui kualitas produk, harga, dan citra merek apakah berpengaruh terhadap keputusan pembelian produk Feminine Care Softex di Pamela Satu Yogyakarta. Riset ini berupa penelitian asosiatif dengan analisis multiple-cross sectional, jenis data dan sumber data dalam riset ini terdiri dari data langsung dan data tidak langsung. Dalam mendapatkan data langsung yaitu berupa kuesioner untuk disi para responden yang pernah membeli dan memakai produk Feminine Care Softex di Pamela Satu Yogyakarta melalui Google form. Sampel pada riset ini sebanyak 100 responden yang pernah membeli dan memakai produk Feminine Care Softex di Pamela satu Yogyakarta. Riset dilakukan dari Agustus sampai September 2022 di Pamela Satu Yogyakarta. Variabel yang penulis gunakan dalam penelitian ini terbagi menjadi dua jenis, yaitu variabel independent (bebas), diantaranya adalah kualitas produk, harga, dan citra merek, serta variabel dependen (terikat), yaitu keputusan pembelian. Hasil penelitian yang telah dilakukan dapat disimpulkan bahwa variabel kualitas produk, harga, dan citra merek, memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Feminine Care Softex di Pamela Satu Yogyakarta. Hasil penelitian ini memberikan masukan untuk lebih meningkatkan kualitas produk, harga, dan citra merek agar dapat meningkatkan keputusan pembelian. Kata kunci: Kualitas, Harga, Merek, Keputusan Pembelian