Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23662
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dc.contributor.advisorDewi, Ira Kesuma-
dc.contributor.authorFauren, Zalsa Nabila-
dc.date.accessioned2024-04-02T03:10:20Z-
dc.date.available2024-04-02T03:10:20Z-
dc.date.issued2024-02-22-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/23662-
dc.description80 Halamanen_US
dc.description.abstractSaat ini produk kecantikan semakin populer di kalangan masyarakat umum. Tujuan dari penelitian ini adalah untuk mengetahui apakah ada hubungan antara citra merek dengan keputusan pembelian produk Scralett Whitening di kalangan mahasiswa psikologi Universitas Medan Area. Dalam penelitian ini peneliti menggunakan analisis dengan pendekatan korelasi kuantitatif untuk mengetahui hubungan dan tingkat hubungan antara dua variabel. Penelitian ini dilakukan pada 63 mahasiswa psikologi yang menggunakan skincare Scarlett. Berdasarkan hasil analisis dapat disimpulkan bahwa pada uji korelasi Product Moment terdapat hubungan positif antara citra merek dengan keputusan pembelian mahasiswa pengguna Scarlet Whitening dengan indeks koefisien korelasi rxy sebesar 0,588 dengan sig. p < 0,1. Dengan kata lain semakin positif citra merek Scarlett maka semakin tinggi pula tingkat keputusan pembelian mahasiswa Fakultas Psikologi Universitas Medan Area. Berdasarkan koefisien determinan skor r2 0,346 dengan sig. p < 0,1. Menunjukkan bahwa citra merek memberikan kontribusi terhadap keputusan pembelian sebesar 34,6%. Currently, beauty products are becoming increasingly popular among the general public. This research aimed to detennine the correlation between brand image and purchase decisions for Scralett Whitening products among psychology students at the University of Medan Area. In this research, the researcher used analysis with a quantitative correlation approach to determine the correlation and level of correlation between two variables. This research was conducted on 63 psychology students who used Scarlett skin care. Based on the results of the analysis, it could be concluded that in the product moment correlation test, there is a positive correlation between brand image and purchase decisions for students using Scarlet Whitening with a correlation coefficient index rxy of 0.588 with sig. p < 0.1. In other words, the more positive the Scarlet brand image, the higher the level of purchase decisions for students at the Faculty of Psychology, University of Medan Area. Based on the determinant coefficient of r2 score of 0.346 with sig. p < 0.1, showed that brand image contributed to purchase decisions of 34.6%.en_US
dc.language.isoiden_US
dc.publisherUniversitas Medan Areaen_US
dc.relation.ispartofseriesNPM;188600142-
dc.subjectcitra mereken_US
dc.subjectkeputusan pembelianen_US
dc.subjectscarlett whitteningen_US
dc.subjectbrand imageen_US
dc.subjectpurchase decisionen_US
dc.subjectscarlett whitteningen_US
dc.titleHubungan Citra Merek dengan Keputusan Pembelian Produk Scarlett Whitening pada Mahasiswa Psikologi Universitas Medan Areaen_US
dc.title.alternativeThe Correlation Between Brand Image And Purchase Decision For Scarlett Products Among Psychology Students At The University Of Medan Areaen_US
dc.typeSkripsi Sarjanaen_US
Appears in Collections:SP - Psychology

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188600142 - Zalsa Nabila Fauren - Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.5 MBAdobe PDFView/Open
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