PENGARUH HARGA, KREDIBILITAS, NILAI EMOSIONAL, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI

VINCENTIUS, NOVERINO (2019) PENGARUH HARGA, KREDIBILITAS, NILAI EMOSIONAL, DAN KESADARAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study revealed that there are four dimensions that aim to determine the effect of price, credibility, emotional value, and brand awareness on purchasing decisions on Xiaomi smartphone products. Respondents in this study were people who had used Xiaomi smartphones. This research was conducted on 140 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that test credibility has no significant effect on Xiaomi smartphone purchase decisions. Price, Emotional Value, and Brand Awareness have a significant effect on Xiaomi's smartphone purchase decisions. Keywords: Price, Credibility, Emotional Value, Brand Awareness, Purchase Decision, Xiaomi Smartphone. Penelitian ini mengungkapkan ada empat dimensi yang bertujuan untuk mengetahui pengaruh harga, kredibilitas, nilai emosional, dan kesadaran merek terhadap keputusan pembelian pada produk smartphone Xiaomi. Responden pada penelitian ini adalah masyarakat yang sudah menggunakan smartphone Xiaomi. Penlitian ini dilakukan terhadap 140 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji Kredibilitas tidak berpengaruh siginifikan terhadap Keputusan Pembelian smartphone Xiaomi. Harga, Nilai Emosional, dan Kesadaran Merek berpengaruh signifikan terhadap Keputusan Pembelian smartphone Xiaomi. Kata Kunci :Harga, Kredibilitas, Nilai Emosional, Kesadaran Merek, Keputusan Pembelian, Smartphone Xiaomi.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 441
NIM/NIDN Creators:	43115010200
Uncontrolled Keywords:	Harga, Kredibilitas, Nilai Emosional, Kesadaran Merek, Keputusan Pembelian, Smartphone Xiaomi.
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 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 332 Financial Economics, Finance/Ekonomi Keuangan dan Finansial, Ekonomi Biaya dan Pembiayaan > 332.7 Credit/Kredit 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.2 Banking and Credit Cooperatives/Koperasi Perbankan dan Kredit
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	24 Nov 2021 03:41
Last Modified:	25 May 2022 01:19
URI:	http://repository.mercubuana.ac.id/id/eprint/50767

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