PENGARUH BRAND IMAGE, HARGA DAN KEMASAN TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK GLAD2GLOW DI KOTA BOGOR

ABSTRAK Sahira Zulfa. NIM 61201021009025. Pengaruh Brand Image, Harga dan Kemasan terhadap Keputusan Pembelian Kosmetik Glad2glow di Kota Bogor. Penelitian ini bertujuan untuk menganalisis pengaruh brand image, harga, dan kemasan terhadap keputusan pembelian kosmetik Glad2glow di Kota Bogor. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah konsumen di Kota Bogor yang pernah membeli cushion Glad2glow, dengan sampel yang ditentukan menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dengan skala Likert lima tingkat dan dianalisis menggunakan regresi linear berganda untuk menguji pengaruh secara parsial dan simultan. Hasil penelitian menunjukkan bahwa brand image, harga, dan kemasan mampu menjelaskan 67,9% variasi keputusan pembelian, sedangkan 32,1% dipengaruhi oleh faktor lain di luar penelitian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai Fhitung 70,947 > Ftabel 2,47. Secara parsial, brand image berpengaruh signifikan dengan nilai Thitung 3,753 > Ttabel 1,985, harga dengan Thitung 2,814 > Ttabel 1,985, dan kemasan dengan Thitung 2,889 > Ttabel 1,985. Variabel brand image menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian cushion Glad2glow di Kota Bogor. Kata kunci: Brand Image, Harga, Kemasan, Keputusan Pembelian. ________________________________________ ABSTRACT Sahira Zulfa. NIM 61201021009025. The Influence of Brand Image, Price, and Packaging on the Purchase Decision of Glad2glow Cosmetics in Bogor City. This study aims to analyze the influence of brand image, price, and packaging on the purchase decision of Glad2glow cosmetics in Bogor City. This research employed a quantitative approach with a survey method. The population consisted of consumers in Bogor City who had purchased Glad2glow cushion, with the sample determined using purposive sampling. Data were collected through a five-point Likert scale questionnaire and analyzed using multiple linear regression to examine the partial and simultaneous effects of the independent variables on purchase decisions. The results showed that brand image, price, and packaging explained 67.9% of the variation in purchase decisions, while the remaining 32.1% was influenced by other factors outside the study. Simultaneously, the three variables had a significant effect on purchase decisions, with F-count 70.947 > F-table 2.47. Partially, brand image had a significant effect with T-count 3.753 > T-table 1.985, price with T-count 2.814 > T-table 1.985, and packaging with T-count 2.889 > T-table 1.985. The brand image variable was the most dominant factor influencing the purchase decision of Glad2glow cushion in Bogor City. Keywords: Brand Image, Price, Packaging, Purchase Decision.

Kata kunci: Brand image, Harga, Kemasan, Keputusan Pembelian

• lembar judul.pdf
• BAB I.pdf
• BAB II.pdf
• BAB III.pdf
• BAB IV.pdf
• BAB V.pdf
• DAFTAR PUSTAKA.pdf