Nisa', Nafa'a Dwi Khoirun (2025) MENGAPA WANITA CENDERUNG MEMILIH LIPSTIK WARDAH? (Studi Pada Konsumen Lipstik Wardah di Kota Semarang). Skripsi thesis, Ubiversitas Bpd.
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Abstract
Competition in the cosmetics industry has caused a decline in sales of Wardah lipstick. This requires the company to understand various factors that influence consumer purchasing decisions. This research is motivated by the lack of optimal understanding of the influence of product quality, brand image and price on lipstick purchasing decisions in Semarang City. The population is Wardah lipstick users in Semarang City, with the sampling technique using non- probability sampling and purposive sampling approach which resulted in 97 respondents. The results of the study indicate that Product Quality (X1) and Brand Image (X2) have a positive and significant effect on purchasing decisions (Y) of Wardah lipstick, while Price (X3) has a negative and significant effect on purchasing decisions (Y) of Wardah lipstick. These three variables have a contribution of 0.714 or 71.4% in explaining the Purchasing Decision variable (Y). While the remaining 0.286 or 28.6% is influenced by other factors outside this research model.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | Persaingan di industri kosmetik menyebabkan penurunan penjualan pada lipstik Wardah. menuntut Perusahaan untuk memahami berbagai faktor yang mempengaruhi Keputusan pembelian konsumen. Penelitian ini dilatarbelakangi oleh kurang optimalnya pemahaman mengenai pengaruh kualitas produk, citra merek dan harga terhadap Keputusan pembelian lipstik di Kota Semarang. Populasi adalah pengguna lipstik Wardah di Kota Semarang, dengan Teknik sampling menggunakan non-probability sampling dan pendekatan purposive sampling yang menghasilkan 97 responden. Hasil penelitian menunjukkan bahwa Kualitas Produk (X1) dan Citra Merek (X2) berpengaruh positif dan signifikan terhadap keputusan pembelian (Y) lipstik Wardah, sedangkan Harga (X3) berpengaruh negatif dan signifikan terhadap Keputusan pembelian (Y) lipstik Wardah. Ketiga variabel tersebut memiliki kontribusi sebesar 0,714 atau 71,4% dalam menerangkan variabel Keputusan Pembelian (Y). Sementara sisanya 0,286 atau 28,6% dipengaruhi faktor lain di luar model penelitian ini. |
| Uncontrolled Keywords: | Keywords : Product quality, brand image, price, and purchasing decision. |
| Subjects: | H Social Sciences > HA Statistics H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 18 Oct 2025 12:38 |
| Last Modified: | 18 Oct 2025 12:38 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/2900 |
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