PENGARUH PERIKLANAN, KEPERCAYAAN MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO (Studi Kasus Pada Lippo Mall Karawaci Tangerang)

BUDIMAN, BUDIMAN (2019) PENGARUH PERIKLANAN, KEPERCAYAAN MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO (Studi Kasus Pada Lippo Mall Karawaci Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is to know the influence of advertising, brand trust and price to decision of Vivo Smartphone at Lippo Mall Karawaci. The object of this research is Lippo Mall Karawaci visitors. This research was conducted by questionnaire to 220 respondents with Incidental Sampling method and using descriptive and causal approach.. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression test.The results of this study indicate that advertising has a positive and significant effect on the decision to purchase a Smartphone Vivo. Brand trust has a positive and significant effect on decision of vivo smartphone purchase and price have a positive and significant effect to decision of Vivo Smartphone purchase at Lippo Mall Karawaci. Keywords : Advertising, Brand Trust, Price and Purchase decisions. Penelitian ini untuk mengetahui pengaruh periklanan, kepercayaan merek dan harga terhadap keputusan Smartphone Vivo di Lippo Mall Karawaci. Objek penelitian ini adalah pengunjung Lippo Mall Karawaci. Penelitian ini dilakukan kuisioner terhadap 220 responden dengan metode pengambilan sempel Incidental Sampling dan menggunakan pendekatan deskriptif dan kausal. Karena itu, analisis data yang digunakan adalah analisis statistic dalam bentuk uji regresi linier berganda. Hasil penelitian ini menunjukkan bahwa periklanan berpengaruh positif dan tisignifikan terhadap keputusan pembelian Smartphone Vivo. Kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Vivo dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Vivo di Lippo Mall Karawaci. Kata kunci : Periklanan, Kepercayaan Merek, Harga dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 114
NIM: 43113120433
Uncontrolled Keywords: Periklanan, Kepercayaan Merek, Harga dan 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
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 11 Feb 2019 07:09
Last Modified: 10 Oct 2019 03:21
URI: http://repository.mercubuana.ac.id/id/eprint/47156

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