PENGARUH PERSONAL SELLING, CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY J SERIES (Studi Kasus di Wilayah Meruya, Jakarta Barat)

AHMAD, RONALDO WIJAYA (2018) PENGARUH PERSONAL SELLING, CITRA MEREK DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY J SERIES (Studi Kasus di Wilayah Meruya, Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is descriptive type research, that is describing related objects for decision of the general barrier. The purpose of this study to determine whether the variable Personal Selling, Brand Image and Brand Awareness affect the Decision Purchase Mobile Samsung Galaxy J Series. The type of data used in this study is primary, the data obtained directly from the interviews, observations and questionnaires distributed to all respondents respondents in accordance with the target targets and are considered representative of the entire population. The population in this study is the consumer Samsung Galaxy J series in the area of kembangan, West Jakarta, the number is not known in detail. Sempel in this research as many as 105 respondents taken by using Convenience Sampling method. Methods of data analysis in this study using Linear Structural Relationship (LISREL). The result of this research shows that the variable of Personal Selling (X1) has a significant effect on the variable of Purchase Decision (Y), Brand Image variable (X2) shows significant result to purchase decision and Brand Awareness Variable (X3) also shows significant result to Purchase Decision ). Keywords: Personal Selling, Brand Image, Brand Awareness, Purchase Decision, Structural Equation Modeling (SEM), Linear Structural Relationship (LISREL Penelitian ini merupakan penelitian yang berjenis deskriptif, yaitu yang menggambarkan obyek-obyek yang berhubungan untuk pengambilan keputusan yang barsifat umum. Tujuan dari penelitian ini untuk mengetahui apakah variabel Personal Selling, Citra Merekdan Kesadaran Merek berpengaruh terhadap Keputusan Pembelian Handphone Samsung Galaxy J Series. Jenis data yang digunakan pada penelitian ini adalah primer, yaitu data yang diproleh secara langsung dari hasil wawancara, observasi dan kuesioneryang di sebarkan kepada seluruh sempel responden responden yang sesuai dengan target sasaran dan di anggap mewakili seluruh populasi.Populasi dalam penelitian ini adalah konsumen Samsung Galaxy J series di wilayah kembangan, Jakarta Barat, yang jumlah tidak diketahui secara terperinci. Sempel dalam penelitian ini sebanyak 105 responden yang di ambil dengan menggunakan metode Convenience Sampling. Metode analisis data dalam penelitian ini menggunakan Linear Structural Relationship (LISREL). Hasil dari penelitian ini menunjukan bahwa variabel Personal Selling (X1) berpengaruh signifikan terhadap variabel Keputusan Pembelian (Y), variabel Citra Merek (X2) menunjukan hasil signifikan terhadap Keputusan pembelian dan Variabel Kesadaran Merek (X3) juga menunjukan hasil signifikan terhadap Keputusan Pembelian (Y). Kata Kunci : Personal Selling, Citra Merek, Kesadaran Merek, Keputusan Pembelian, Structural Equation Modeling (SEM), Linear Structural Relationship (LISREL)

Item Type: Thesis (S1)
Call Number CD: FE/MJ 18 613
NIM: 43113010414
Uncontrolled Keywords: Personal Selling, Citra Merek, Kesadaran Merek, Keputusan Pembelian, Structural Equation Modeling (SEM), Linear Structural Relationship (LISREL)
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 > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 08 Nov 2018 02:54
Last Modified: 10 Jan 2019 09:01
URI: http://repository.mercubuana.ac.id/id/eprint/45459

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