PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KAMERA CANON (STUDI KASUS PADA MASYARAKAT WILAYAH JAKARTA BARAT)

ADAWIYAH, SITI ROBIAH (2019) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KAMERA CANON (STUDI KASUS PADA MASYARAKAT WILAYAH JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of price perception, product quality, brand image, and purchasing decisions on Canon camera products (case study in the West Jakarta Region Community). This study was conducted on 126 respondents using a quantitative approach. Data collection techniques used are questionnaires and using Convenience sampling for sampling. Analysis of the data used is SEM-PLS where the data processing using SmartPLS program version 3.0. The results showed that price perception variables did not significantly purchasing decisions on Canon camera products. While product quality and brand image variables significantly purchasing decisions on Canon camera products. Keywords: price perception, product quality, brand image, purchasing decisions Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, kualitas produk, dan citra merek terhadap keputusan pembelian pada produk kamera Canon (studi kasus pada Masyarakat Wilayah Jakarta Barat). Penelitian ini dilakukan pada 126 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dan menggunakan Convenience sampling untuk pengambilan sampel. Analisis data yang digunakan adalah SEM-PLS dimana pengolahan data menggunakan program SmartPLS versi 3.0. Hasil penelitian menunjukkan bahwa variabel persepsi harga tidak berpengaruh signifikan terhadap keputusan pembelian pada produk kamera Canon. Sementara variabel kualitas produk dan citra merek berpengaruh signifikan terhadap keputusan pembelian pada produk kamera Canon. Kata kunci : persepsi harga, kualitas produk, citra merek, keputusan pembelian

Item Type: Thesis (S1)
NIM: 43115010403
Uncontrolled Keywords: persepsi harga, kualitas produk, citra merek, 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: 26 Jun 2019 05:14
Last Modified: 26 Jun 2019 05:14
URI: http://repository.mercubuana.ac.id/id/eprint/49142

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