PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (Studi Kasus Pada Mahasiswa Universitas Mercu Buana)

RISTANTRA, MAYRILIANA (2020) PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study to determine the effect of price and brand image on the purchase decision of Oppo smartphones. Respondents in this study were college students who had used the Oppo smartphones. This research was conducted on 110 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 price and brand image have a significant effect on purchasing decisions on Oppo smartphones. Keywords: Price, Brand Image, Purchase Decision. Penelitian bertujuan untuk mengetahui pengaruh harga dan citra merek terhadap keputusan pembelian smartphone Oppo. Responden pada penelitian ini adalah mahasiswa yang sudah menggunakan smartphone Oppo. Penelitian ini dilakukan terhadap 110 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linear berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan harga dan citra merek berpengaruh signifikan terhadap keputusan pembelian pada smartphone Oppo. Kata Kunci : Harga, Citra Merek, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/333
NIM: 43114010121
Uncontrolled Keywords: Harga, Citra Merek, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 02 Nov 2020 05:48
Last Modified: 02 Nov 2020 05:48
URI: http://repository.mercubuana.ac.id/id/eprint/51168

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