Pengaruh Promosi dan Brand image terhadap Keputusan Pembelian Produk Setting spray Merek X pada Mahasiswa Tata Rias Universitas Negeri Jakarta

LUTHFIA DIVA MAHARANI, . (2026) Pengaruh Promosi dan Brand image terhadap Keputusan Pembelian Produk Setting spray Merek X pada Mahasiswa Tata Rias Universitas Negeri Jakarta. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Seiring dengan tingginya persaingan dalam industri kosmetik, setiap merek dituntut memiliki strategi yang efektif untuk memperkenalkan dan mempertahankan produknya di pasar. Penelitian ini dilatarbelakangi oleh kesenjangan antara persepsi positif mahasiswa Tata Rias Universitas Negeri Jakarta terhadap promosi Dazzle Me dengan preferensi pembelian yang lebih tinggi terhadap merek lain. Tujuan penelitian adalah menguji pengaruh promosi dan brand image terhadap keputusan pembelian secara parsial maupun simultan, serta mengidentifikasi variabel yang paling dominan. Metode penelitian yang digunakan adalah pendekatan kuantitatif asosiatif dengan desain survei. Populasi penelitian mencakup seluruh mahasiswa Program Studi Pendidikan Tata Rias Universitas Negeri Jakarta. Sampel berjumlah 96 responden yang ditentukan menggunakan rumus Lemeshow dengan teknik purposive sampling. Instrumen penelitian berupa kuesioner skala Likert. Teknik analisis data meliputi uji regresi linear berganda, uji t, uji F, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Brand image juga berpengaruh positif dan signifikan serta menjadi variabel paling dominan dengan koefisien regresi sebesar 0,990. Secara simultan, promosi dan brand image berpengaruh signifikan terhadap keputusan pembelian dengan kontribusi gabungan sebesar 73,2%. Berdasarkan temuan tersebut, disimpulkan bahwa promosi dan brand image merupakan faktor determinan dalam keputusan pembelian. Namun, perusahaan disarankan memprioritaskan penguatan citra merek sebagai faktor determinan utama melalui peningkatan kualitas produk, sertifikasi halal, serta kolaborasi dengan praktisi tata rias profesional. ***** Amidst the intense competition in the cosmetic industry, every brand is required to have an effective strategy to introduce and maintain its products in the market. This research is motivated by the gap between the positive perception of Dazzle Me's promotion among Cosmetology Education students at Universitas Negeri Jakarta and their higher purchase preference for other brands. The study aims to examine the partial and simultaneous effects of promotion and brand image on purchase decisions, as well as to identify the most dominant variable. The research employed a quantitative associative approach with a survey design. The population consisted of all students of the Cosmetology Education Study Program at Universitas Negeri Jakarta. A sample of 96 respondents was determined using the Lemeshow formula with purposive sampling technique. The research instrument was a Likert scale questionnaire. Data analysis techniques included multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that promotion has a positive and significant effect on purchase decisions. Brand image also has a positive and significant effect and is the most dominant variable with a regression coefficient of 0.990. Simultaneously, promotion and brand image have a significant effect on purchase decisions with a combined contribution of 73.2%. Based on these findings, it is concluded that promotion and brand image are determinant factors in purchase decisions. However, the company is advised to prioritize strengthening brand image as the main determinant factor through improving product quality, obtaining halal certification, and collaborating with professional cosmetology practitioners

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Nurul Hidayah, M.Pd ; 2) Dra. Lilis Jubaedah, M.Kes
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 34587 not found.
Date Deposited:	06 Aug 2026 07:58
Last Modified:	06 Aug 2026 07:58
URI:	http://repository.unj.ac.id/id/eprint/68835

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