Skripsi

PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN BODY LOTION SCARLETT WHITENING PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA PALEMBANG

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Penilaian

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This study aims to examine the influence of brand image and product quality on the purchasing decision of Scarlett Whitening Body Lotion among students of the Faculty of Economics at Sriwijaya University, Palembang, both partially and simultaneously. The type of research used in this study is quantitative, with a sample of 100 respondents calculated using the Lemeshow formula. The data used in this study is primary data obtained through the distribution of questionnaires, both directly and via Google Forms, shared with active undergraduate female students of the Faculty of Economics at Sriwijaya University, Palembang, aged 19–23 years, who are users or have purchased Scarlett Whitening Body Lotion at least one times in the past three months. The results of the study indicate that brand image and product quality have a positive and significant influence on the purchasing decision of Scarlett Whitening Body Lotion, both partially and simultaneously. Among the two variables studied, brand image has the most dominant influence Keywords: Brand; Product Qualiy; Buying Decision

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507004259	T179216	T1792162025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1792162025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xiii, 104 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Manajemen

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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