Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian konsumen pada produk pasta gigi di Jakarta Pusat

Furan, Michael (2022) Pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian konsumen pada produk pasta gigi di Jakarta Pusat. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Formula merupakan salah satu merek pasta gigi di Indonesia. Menurut Top Brand Award, pasta gigi Formula pernah meraih peringkat 2 pada tahun 2015. Seiring dengan pertumbuhan pasta gigi dari tahun ke tahun, pasta gigi Formula mengalami penurunan hingga menduduki peringkat 4 dari tahun 2016-2020. Penelitian bertujuan untuk menguji pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian konsumen pada produk pasta gigi Formula di Jakarta Pusat. Digunakan metode kuantitatif dan data dikumpulkan melalui kuesioner dari responden. Responden berjumlah 163 yang datanya diolah menggunakan SmartPls 3.3.9. Hasil penelitian menunjukan citra merek terhadap keputusan pembelian memiliki pangaruh positif yang signifikan, kualitas produk terhadap keputusan pembelian memiliki pengaruh positif yang signifikan, dan harga terhadap keputusan pembelian memiliki pengaruh negatif yang signifikan. / Formula is one of the toothpaste brands in Indonesia. According to the Top Brand Award, Formula once reached rank 2 in 2015. Along with the growth of toothpaste from year to year, Formula toothpaste has decreased to rank 4 from 2016-2020. This study aims to examine the effect of brand image, product quality, and price on consumer purchasing decisions on Formula toothpaste products in Central Jakarta. Quantitative methods and data used were collected through questionnaires from respondents. Respondents totaled 163 whose data was processed using SmartPls 3.3.9. The results showed that brand image on purchasing decisions had a significant positive effect, product quality on purchasing decisions had a significant positive effect, and price on purchasing decisions had a significant negative effect

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