PENGARUH DESIGN PRODUCT, BRAND IMAGE DAN EMOTIONAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE (STUDI KASUS PADA MASYARAKAT WILAYAH JAKARTA BARAT)

OKTAVIANI, DEA (2019) PENGARUH DESIGN PRODUCT, BRAND IMAGE DAN EMOTIONAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE (STUDI KASUS PADA MASYARAKAT WILAYAH JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to determine the effect of design product, brand image and emotional marketing to the purchase decision on the iPhone product. The subject in this reseacrh were consumer who used iPhone product. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of Structural Equation Modeling (SEM) – Partial Least Square (PLS). The result of this reseacrh showed Design Product has a significant positive effect to the purchase decision on iPhone product, Brand Image has a significant positive effect to the purchase decision on iPhone product and Emotional Marketing has a significant positive effect to the purchase decision on iPhone product. Keyword: Design Product, Brand Image, Emotional Marketing, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh design product, brand image dan emotional marketing terhadap keputusan pembelian pada produk iPhone. Subjek pada penelitian ini adalah konsumen yang menggunakan produk iPhone. Sampel yang digunakan dalam penelitian ini adalah sebanyak 172 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk Structural Equation Modeling (SEM) – Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa design product berpengaruh positif dan signifikan terhadap keputusan pembelian produk iPhone, brand image berpengaruh positif dan signifikan terhadap keputusan pembelian produk iPhone dan emotional marketing berpengaruh positif signifikan terhadap keputusan pembelian produk iPhone. Kata Kunci: Design Product, Brand Image, Emotional Marketing, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 197
NIM/NIDN Creators: 43115010408
Uncontrolled Keywords: Design Product, Brand Image, Emotional Marketing, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 26 Jun 2019 05:14
Last Modified: 06 Apr 2022 03:59
URI: http://repository.mercubuana.ac.id/id/eprint/49141

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