ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERAWATAN KULIT WAJAH (SKINCARE) KOREA MEREK X

NUR APRIALINI THAHER, . (2020) ANALISIS PREFERENSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PERAWATAN KULIT WAJAH (SKINCARE) KOREA MEREK X. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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	Text 02 ABSTRAK.pdf Download (90kB)
	Text 05 LEMBAR PENGESAHAN SKRIPSI.pdf Download (440kB)
	Text 04 LEMBAR PERNYATAAN ORISINALITAS.pdf Download (473kB)
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	Text 07 DAFTAR ISI, TABEL, GAMBAR, LAMPIRAN.pdf Download (95kB)
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Abstract

Penelitian ini bertujuan untuk mengkaji atribut produk perawatan kulit wajah merek X yang menjadi preferensi konsumen dan atribut yang paling dipertimbangkan dalam keputusan pembelian produk perawatan kulit wajah merek X di Universitas Negeri Jakarta. Metode yang digunakan dalam penelitian ini adalah deskriptif dengan cara pelaksanaan survey. Populasi dalam penelitian ini adalah konsumen yang berada di Universitas Negeri Jakarta. Teknik pengambilan sampel menggunakan teknik Sampling Insidental dengan jumlah responden 115 orang. Analisis yang digunakan adalah analisis Chi-Square dan analisis multiatribut Fishbein. Hasil uji Chi-Square yang diperoleh dari perhitungan menggunakan aplikasi SPSS 16.0 pada analisis preferensi konsumen dalam memilih produk perawatan kulit wajah terhadap atribut informasi merek X menunjukkan bahwa semua atribut yang diamati dalam penelitian ini berbeda nyata dalam taraf kepercayaan 95% yang berarti bahwa hipotesis nol (Ho) ditolak dan hipotesis alternatif (Ha) diterima karena dari kempat atribut yang diamati, karena P-Value < Alpha . Artinya, preferensi konsumen terhadap keputusan pembelian produk perawatan kulit wajah merek X tidak sama atau terdapat perbedaan preferensi konsumen terhadap keputusan pembelian produk perawatan kulit wajah merek X. Dari hasil analisis uji multiatribut Fishbein, Atribut yang dipertimbangkan oleh konsumen dalam pembelian produk perawatan kulit wajah merek X berturut- turut dari yang paling dipertimbangkan sampai dengan yang kurang dipertimbangkan adalah merek X, varian produk, kemasan produk dan harga. Kata Kunci : Merek X, Preferensi konsumen, Analisis chi square, Analisis multiatribut fishbein. ABSTRACT NUR APRIALINI THAHER. Analysis of preferences will Consumers Against Decision Purchase Product Care Skin Face Of Korea Brand X ( Survey on student Universitas Negeri Jakarta). Thesis . Jakarta: Cosmetology Vocational Education Study Program, Faculty of Engineering, Jakarta State University , 2020. This study aims to examine the attributes of X brand facial skin care products that are consumers' preferences and the most considered attributes in the decision to purchase X brand facial skin care products at Jakarta State University . The method that is used in research this is descriptive by way of execution survey. The population in this study are consumers who are in Jakarta State University . Mechanical taking samples using the technique of sampling incidental to the number of respondents 115 people. The analysis that is used is the analysis of Chi-Square and analysis multiatribut Fishbein . The analysis used was Chi-Square analysis and Fishbein multi-attribute analysis. Chi-Square test results obtained from calculations using the SPSS 16.0 application in the analysis of consumer preferences in choosing facial skin care products for the X brand information attributes show that all the attributes observed in this study were significantly different in the 95% confidence level, which means that the null hypothesis ( Ho) is rejected and the alternative hypothesis (Ha) is accepted because of the four observed attributes, because the P- Value <Alpha. This means that consumers' preferences for purchasing decisions for brand X facial skin care products are not the same or there are differences in consumer preferences for purchasing decisions for brand X facial skin care products. From the results of the analysis of test multiatribut Fishbein , a tribute that is considered by consumers to purchase products care skin facial brand X in a row of the most considered up to that less consideration is brand X, variant products Keywords : Brand X , preferences of consumers , analysis chi square, Analysis multiatribut Fishbein .

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dra. Mari Okatini, MKM. ; 2) Dra. Lilis Jubaedah, M.Kes.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 471 not found.
Date Deposited:	27 Feb 2020 09:09
Last Modified:	12 Mar 2020 12:12
URI:	http://repository.unj.ac.id/id/eprint/3698

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