PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAPTOP APPLE (Studi Kasus Pada Pengunjung Sumarecon Mall Serpong (SMS) di Gading Serpong Tangerang)

WIRAKUSUMA, HADID ADITYA (2018) PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAPTOP APPLE (Studi Kasus Pada Pengunjung Sumarecon Mall Serpong (SMS) di Gading Serpong Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The object of this research is Apple laptop products. The subject of this research was Sumarecon Mall Serpong (SMS) Visitors at Gading Serpong Tangerang. This study is to determine the effect of Brand Image and Price on the Purchase Decision of Apple laptops. This study was conducted on 105 respondents using a quantitative descriptive analysis approach. Therefore, the data analysis used is statistical analysis in the form of a linear linear regression test. The results of this study state that partially the Brand Image variable has a positive and significant effect on Purchase Decisions with sig values. amounting to 0.000 <0.05. Price variable does not have a positive and significant effect on Purchase Decisions with sig values. amounting to 0.440> 0.05. It can be suggested that Apple must increase the creativity of Brand Image and adjust the price to be able to compete with other brands. Keywords: Brand Image, Price, Buying Decision Objek Penelitian ini adalah produk laptop Apple. Subjek Penelitian ini adalah Pengunjung Sumarecon Mall Serpong (SMS) di Gading Serpong Tangerang. Penelitian ini untuk mengetahui pengaruh Citra Merek dan Harga Terhadap Keputusan Pembelian laptop Apple. Penelitian ini dilakukan terhadap 105 responden dengan menggunakan pendekatan analisis deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menyatakan bahwa secara parsial variabel Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai sig. sebesar 0,000 < 0,05. Variabel Harga tidak berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai sig. sebesar 0,440 > 0,05. Dapat disarankan Apple harus meningkatkan kreatifitas Citra Merek dan penyesuaian Harga untuk mampu bersaing dengan merek lain. Kata kunci : Citra Merek, Harga, Terhadap Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 451
Call Number: SE/31/18/529
NIM: 43114010068
Uncontrolled Keywords: Citra Merek, Harga, Terhadap Keputusan Pembelian.
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 20 Dec 2018 02:20
Last Modified: 09 Jan 2019 06:26
URI: http://repository.mercubuana.ac.id/id/eprint/46212

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