Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Konsumen Terhadap Produk Parfum HMNS

Tsabitha, Data (2022) Faktor-Faktor Yang Memengaruhi Keputusan Pembelian Konsumen Terhadap Produk Parfum HMNS. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Indonesia saat ini merupakan salah satu pemasok bahan baku minyak wangi terbesar di dunia, hingga mampu memasok sekitar 90% kebutuhan dunia. Namun, sayangnya Indonesia masih lebih banyak mengimpor barang jadinya dibanding menjadi produsen parfum dalam negeri. Melihat hal ini, peneliti melakukan penelitian atas faktor-faktor yang memengaruhi keputusan pembelian konsumen terhadap salah satu pemimpin pasar produk parfum lokal, HMNS. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh antara Packaging Design Visual, Packaging Design Verbal, Packaging Benefits, Perceived Quality, dan Perceived Price terhadap Consumer Purchase Decision. Penelitian ini menggunakan pendekatan kuantitatif dengan metode pengumpulan data kuesioner yang disebar kepada responden yang merupakan konsumen produk parfum HMNS yang berdomisili di Jakarta. Jumlah sampel yang digunakan sebanyak 200 responden, kemudian di analisis melalui PLS-SEM menggunakan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa Packaging Design Visual, Packaging Design Verbal, Packaging Benefits, Perceived Quality, dan Perceived Price berpengaruh positif terhadap Consumer Purchase Decision. Artinya, semakin tinggi Packaging Design Visual, Packaging Design Verbal, Packaging Benefits, Perceived Quality, dan Perceived Price produk parfum HMNS, maka semakin tinggi pula Consumer Purchase Decision. Penelitian ini diharapkan dapat berguna bagi perusahaan HMNS maupun pelaku industri lainnya, menambah ilmu pengetahuan dan wawasan khususnya di bidang manajemen, serta menjadi referensi bagi peneliti selanjutnya.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Tsabitha, Data0101520008501015200085@student.uph.edu
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorBerlianto, Margaretha Pink0327037904Margaretha.berlianto@uph.edu
Uncontrolled Keywords: Packaging Design; Packaging Benefits; Perceived Quality; Perceived Price; Consumer Purchase Decision.
Subjects: H Social Sciences > HB Economic Theory
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: DATA TSABITHA
Date Deposited: 26 Jul 2022 01:58
Last Modified: 26 Jul 2022 01:58
URI: http://repository.uph.edu/id/eprint/48991

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