ANALISIS PENGARUH NILAI ESTETIKA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN POSITIVE EMOTION DAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Kosmetik Mustika Ratu Usia 18-35 Tahun di Semarang)

HANIFAH, Annisa Shabi and FERDINAND, Augusty Tae (2018) ANALISIS PENGARUH NILAI ESTETIKA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN POSITIVE EMOTION DAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Kosmetik Mustika Ratu Usia 18-35 Tahun di Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

Cosmetics is now a necessity for the community, especially women. The cosmetics industry has grown and developed rapidly in recent years in Indonesia, resulting in the emergence of competition for various types of cosmetic products in Indonesia, ranging from foreign brands to local brands. This study aims to explain the influence of product quality and aesthetic value in order to influence purchase intention on Mustika Ratu cosmetics, in which brand image and postive emotion are used as intervening variables between product quality and aesthetic value to customer’s purchase intention. Sampling of this research was done by using a non-probability sampling with purposive sampling method, in which respondents are customer’s of Mustika Ratu cosmetics, aged 18-35 years old, and lived in Semarang. The answers of 139 respondents were analyzed using Structural Equation Model (SEM), which estimazed by AMOS (Analysis of Moment Structure) with maximum likelihood as analysis tool. The result shows that product quality has positive and significant impact on brand image. Aesthetic value has positive and significant impact on positive emotion. Brand image and positive emotion also have positive and significant impact on purchasing decision.

Item Type:Thesis (Undergraduate)
Additional Information:Cosmetic Industry, Product Quality, Aesthetic Value, Brand Image, Positive Emotion, Purchase Intention
Uncontrolled Keywords:Cosmetic Industry, Product Quality, Aesthetic Value, Brand Image, Positive Emotion, Purchase Intention
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:68397
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:07 Jan 2019 08:54
Last Modified:07 Jan 2019 08:54

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