DENISA ISNAINI, NPM 2101100217 ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SUNSCREEN JJ GLOW. Tugas_Akhir(Artikel) YUME : Journal of Management, 8 (2). pp. 1180-1187. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kualitas pelayanan dan harga terhadap keputusan pembelian konsumen pada produk sunscreen JJ GLOW. Latar belakang penelitian ini didasari pada meningkatnya persaingan di sektor kosmetik, terutama dalam produk perawatan kulit, yang mengharuskan perusahaan untuk terus memperbaiki kualitas serta strategi pemasaran dalam rangka menjaga kesetiaan pelanggan. Metode yang diterapkan dalam penelitian ini adalah pendekatan kuantitatif dimana informasi diperoleh melalui kuesioner yang disebarkan kepada pengguna JJ GLOW. Hasil penelitian ini menunjukkan bahwa harga memberikan pengaruh positif terhadap keputusan pembelian konsumen, baik dianalisis secara parsial maupun simultan. Hasil ini menunjukkan bahwa perusahaan harus fokus pada peningkatan kualitas produk, menyediakan layanan yang responsive dan professional, serta menetapkan harga yang bersaing untuk meningkatkan keputusan pembelian. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, Harga, Keputusan Pembelian, JJ GLOW =================================================================================================== This study aims to analyze the effect of product quality, service quality and price on consumer purchasing decisions on JJ GLOW sunscreen products. The background of this research is based on increasing competition in the cosmetics sector, especially in skin care products, which requires companies to continuously improve quality and marketing strategies in order to maintain customer loyalty. The method applied in this research is a quantitative approach where information is obtained through questionnaires distributed to JJ GLOW users. The results of this study indicate that price has a positive influence on consumer purchasing decisions, both partially and simultaneously analyzed. These results indicate that companies should focus on improving product quality, providing responsive and professional services, and setting competitive prices to increase consumer purchasing decisions. Keywords : Product Quality, Service Quality, Price, Purchase Decision, JJ GLOW
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Kualitas Pelayanan, Harga, Keputusan Pembelian, JJ GLOW =========================Quality Product, Service Quality, Price, Purchase Decision, JJ GLOW |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 18 Jun 2025 03:39 |
| Last Modified: | 18 Jun 2025 03:39 |
| URI: | http://repository.ulb.ac.id/id/eprint/1487 |
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