PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KARTU PRABAYAR TELKOMSEL (STUDI KASUS PADA PENGGUNA KARTU PRABAYAR TELKOMSEL DI JAKARTA BARAT)

PRATAMA, ANDIKA (2018) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA KARTU PRABAYAR TELKOMSEL (STUDI KASUS PADA PENGGUNA KARTU PRABAYAR TELKOMSEL DI JAKARTA BARAT). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to examine and influence (1) The Influence of Image Perception on Payment Decisions in Telkomsel Prepaid Simcard Cards in West Jakarta. (2) The Influence of Perception on the Performance of Telkomsel Credit Cards in West Jakarta. (3) Price of Decision on the Distribution of Telkomsel prepaid Simcard Card users in West Jakarta. Data collection was carried out through questionnaires and carried out on 220 Telkomsel prepaid Simcard Cards in West Jakarta. The sampling technique using Convenience Sampling. Data analysis in this study uses the help of Variance Based Structural Equation Modulation where the data processing uses Partial Least Square (PLS) version 3.0. The results of the analysis show that the perception of brand image is positive and significant to the purchase decision. Product quality has a positive and significant effect on purchasing decisions. Keywords: Brand Image, Product Quality, Price and Purchase Decision Penelitian ini bertujuan untuk menguji dan menganalisa (1) pengaruh Persepsi Citra Merek Terhadap Keputusan Pembelian pada Pengguna Kartu Simcard prabayar Telkomsel Di Jakarta Barat. (2) Pengaruh Persepsi Kualitas Produk Terhadap Keputusan Pembelian pada Pengguna Kartu Simcard prabayar Telkomsel Di Jakarta Barat. (3) Harga Terhadap Keputusan Pembalian pada Pengguna Kartu Simcard prabayar Telkomsel Di Jakarta Barat. Pengumpulan data dilakukan melalui penyebaran kuesioner dan dilaksanakan pada 220 pada Pengguna Kartu Simcard prabayar Telkomsel Di Jakarta Barat. Teknik penarikan sampel dengan menggunakan Convenience Sampling.Analisis data pada penelitian ini menggunakan bantuan Variance Based Structural EquationModeling dimana pengolahan datanya menggunakan program Partial Least Square (PLS) Versi 3.0. Hasil analisa menunjukkan bahwa Persepsi Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian.Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian.Harga berpengaruh positif dan Tidak signifikan terhadap Keputusan Pembelian. Kata Kunci : Citra Merek, Kualitas Produk, Harga Dan KeputusanPembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 549
NIM/NIDN Creators: 43114110477
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Harga Dan KeputusanPembelian
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
300 Social Science/Ilmu-ilmu Sosial > 350 Public Administration and Military Science/Administrasi Negara dan Ilmu Kemiliteran > 352 General Considerations of Public Administration/Pertimbangan Umum Administrasi Publik > 352.3 Executive Management of Public Administration/Manajemen Administrasi Negara
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: 03 Dec 2018 01:41
Last Modified: 09 Jan 2019 08:24
URI: http://repository.mercubuana.ac.id/id/eprint/45810

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