Pengaruh Citra Merek, Persepsi Kualitas, dan Harga terhadap Keputusan Pembelian Pasta Gigi Ciptadent
(Studi Kasus pada Lingkungan Masyarakat RT.10/RW.07 Kelurahan Jagakarsa, Jakarta Selatan)
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari citra merek, persepsi kualitas dan harga terhadap keputusan pembelian pasta gigi Ciptadent (Studi kasus pada lingkungan masyarakat RT.10/RW.07 kelurahan Jagakarsa, Jakarta Selatan). Penelitian ini mengambil sampel 50 responden dari konsumen pasta gigi Ciptadent di kecamatan Jagakarsa Jakarta Selatan. Data yang digunakan dalam penelitian ini adalah data primer, pengumpulan data dilakukan dengan metode insidental sampling, diperoleh dari hasil jawaban responden yang dikumpulkan dengan bantuan kuesioner. Metode analisis yang digunakan dalam penelitian ini adalah uji validitas, uji reliabilitas, dan analisis regresi berganda. Dengan bantuan program SPSS. Hasil penelitian mengungkapkan bahwa variabel citra merek, persepsi kualitas, dan harga berpengaruh signifikan terhadap keputusan pembelian baik secara parsial maupun secara bersama-sama.
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