ANALISIS PENGARUH STRATEGI HUNGER MARKETING, BRAND IMAGE DAN HARGA TERHADAP PURCHASE INTETION (Studi Kasus Smartphone Xiaomi)

FARIDAH, AYU (2020) ANALISIS PENGARUH STRATEGI HUNGER MARKETING, BRAND IMAGE DAN HARGA TERHADAP PURCHASE INTETION (Studi Kasus Smartphone Xiaomi). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Research to know the influence of hunger marketing, brand image and the price of purchase intention. The object of this research is a potential buyer of Xiaomi smartphones, located at ITC Roxy Mas Jakarta is the largest smartphone sales center in southeast Asia. This study was conducted against 105 respondents using a quantitative descriptive approach. Using Survey method with data collection in the form of Kusioner. That Kareana, the analysis of the data used is statistical analysis in multiple linear regression. The results of this study showed that partially and simultaneously, the Hunger Marketing variable, brand image and price affect the purchase intention smartphone Xiaomi at ITC Roxy Mas Jakarta. This is evidenced by the simultaneous results (test F) and the partial test result (t-Test) also shows the significant value of the three free variables that support hypotheses. Therefore, the test results of the study stated that there is a simultaneous influence between variable hunger marketing, brand image and the price of a purchase intention smartphone Xiaomi in Jakarta. Keyword: Hunger marketing, Brand image, Price, purchase intention, Xiaomi, smartphone Penelitian untuk mengetahui pengaruh hunger marketing, brand image dan harga terhadap purchase intention. Objek penelitian ini adalah calon pembeli smartphone Xiaomi, yang berada di ITC Roxy Mas Jakarta merupakan sentra penjualan smartphone terbesar di Asia Tenggara. Penelitian ini dilakukan terhadap 105 responden dengan menggunakan pendekatan deskriptif kuantitatif. Menggunakan metode Survey dengan pengumpulan data berupa kusioner. Kareana itu, analisis data yang digunakan adalah analisis statistik dalam regresi linier berganda. Hasil dari penelitian ini menunjukan bahwa secara parsial dan simultan, variable Hunger Marketing, brand image dan harga berpengaruh terhadap purchase intention smartphone Xiaomi di ITC Roxy Mas Jakarta. Hal ini dibuktikan dari hasil simultan (uji F) dan hasil uji parsial (uji t) juga menunjukan nilai signifikan dari tiga variable bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara simultan antara variable hunger marketing, brand image dan harga terhadap purchase intention smartphone Xiaomi di Jakarta. Keyword: Hunger Marketing, Brand Image, Harga, Purchase Intention, Xiaomi, smartphone

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/345
NIM: 43114120107
Uncontrolled Keywords: Hunger Marketing, Brand Image, Harga, Purchase Intention, Xiaomi, smartphone
Subjects: 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
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: Dede Muksin Lubis
Date Deposited: 18 Feb 2020 05:16
Last Modified: 18 Feb 2020 05:16
URI: http://repository.mercubuana.ac.id/id/eprint/54490

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