The Effect Of Country Of Origin, Brand Image, And Product Quality On Purchase Decision Of Maybelline Products: A Study On University Students In Tangerang

Amelia, Livia and Chandra, Mathilda and Anggraini, Sabrina (2019) The Effect Of Country Of Origin, Brand Image, And Product Quality On Purchase Decision Of Maybelline Products: A Study On University Students In Tangerang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Beauty industry is one of the fastest growing industry in the world and without exception also in Indonesia. On 2019, Maybelline has the biggest market share in the beauty industry in Indonesia. Although Maybelline are currently the market leader, other brands such as Revlon are catching up with them. Furthermore, consumers are quick to change their decision about which product or brand they purchase. Hence, to be able to keep and strengthen their position as market leader in Indonesia’s beauty and make-up industry, it is important to do research on what influences consumers’ purchase decision on Maybelline products. The aim of this study is to figure out if there is a positive effect of country of origin, brand image, and product quality on purchase decision. This study was done by quantitative approach and the data gathered through questionnaire filled by 202 university students that have previously used Maybelline products. The data then calculated and analyzed using SmartPLS 3.28 to test the Validity, Reliability, R-square, and T-statistics. The result of this study shows that Country of Origin, Brand Image, and Product Quality all have an effect on Purchase Decision of Maybelline Products in case of university students in Tangerang.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Amelia, LiviaNIM00000020336la.liviaamelia@gmail.com
Chandra, MathildaNIM00000020298mathilda13.chan@gmail.com
Anggraini, SabrinaNIM00000024864sabin.hood@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorTan, Pauline H. PattyranieNIDN0023036906UNSPECIFIED
Uncontrolled Keywords: country of origin; brand image; product quality; purchase decision; Maybelline
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Users 2212 not found.
Date Deposited: 12 Feb 2020 06:35
Last Modified: 21 Apr 2020 14:04
URI: http://repository.uph.edu/id/eprint/6954

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