RISTANTRA, MAYRILIANA (2019) PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (Studi Kasus Pada Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
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. 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.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43114010121 |
| Uncontrolled Keywords: | Harga, Citra Merek, Keputusan Pembelian. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 31 Dec 2021 14:56 |
| Last Modified: | 18 Feb 2022 07:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53388 |
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