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: SE/31/19/237
NIM: 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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Oct 2019 01:55
Last Modified: 25 Oct 2019 01:55
URI: http://repository.mercubuana.ac.id/id/eprint/51653

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