ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DIFERENSIASI PRODUK, KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Larissa Aesthetic Center Semarang)

PURBARANI, Vidya Hanesty and SANTOSO , Suryono Budi (2013) ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DIFERENSIASI PRODUK, KUALITAS LAYANAN DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Larissa Aesthetic Center Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This research is motivated by the increasing growth of beauty clinics and offervarious range of benefits for fulfilling the society’ needs especially women in field of beauty and skin health. Larissa Aesthetic Center is one of the beauty clinics which try to meet those needs by featuring the use of natural raw materials. This research aimed to analyze the effects of price perception (X1), product quality (X2), product differentiation (X3), quality of service (X4) and promotion (X5) on purchase decisions (Y) in Larissa Aesthetic Center Semarang. Method which used in this study is questionnaires method toward 100 respondents who also consumers of Larissa Aesthetic Center Semarang with incidental technique. By using SPSS software, five hypotheses were formulated and tested using regression analysis. Results of this research showed that among five independent variables, the most positive impact and significant variable on purchasing decisions is price perception. Therefore, this study conclude that Larissa Aesthetic Center Semarang should keep consumer's perception of its product prices and improve product quality in order to meet the outcomes in accordance with the wishes of consumers

Item Type:Thesis (Undergraduate)
Additional Information:Perceptions of Price, Quality Products, Product Differentiation, Promotional, Purchasing Decisions
Uncontrolled Keywords:Perceptions of Price, Quality Products, Product Differentiation, Promotional, Purchasing Decisions
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:40085
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:10 Sep 2013 08:57
Last Modified:15 Apr 2014 09:09

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