PENGARUH CITRA MEREK,HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE SAMSUNG

MARCELLA, STEVANI (2020) PENGARUH CITRA MEREK,HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE SAMSUNG. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to study the influence of brand image, price and product quality,on Smartphone purchasing decisions. Where competitive between smartphonecompanies is getting tougher. Samsung is a company engaged in hardware andsoftware, the hardware made by Samsung is Samsung smartphone proving to beone of the big companies, this is obtained from global sales. The results of thisstudy indicate that brand image (X1), price (X2) and product quality (X3) have apositive relationship to the dependent variable of purchase results (Y).Significantly the brand image, price and quality of the product have an influenceon the purchase decision of the Samsung smartphone.Keywords: Brand Image, Price and Product Quality, Samsung SmartphonePurchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, harga dan kualitas produk, terhadap keputusan pembelian Smartphone. Dimana pesaing anatara perusahaan smartphone semakin ketat.Samsung merupakan perusahaan yang bergerak dibidang perangkat keras dan lunak, diantaranya perangkat keras yang dibuat oleh Samsung adalah smatphone samsung membuktikan menjadi salah satu perusahaan yang besar, hal ini diperoleh dari penjualan global.Hasil penelitian ini menunjukkan bahwa citra merek (X1),harga(X2)dan kualitas produk (X3) baik secara bersama sama maupun sendiri-sendiri berpengaruh positif terhadap variabel dependen keputusan pembelian (Y). Secara signifikan citra merek, harga dan kualitas produk, memiliki pengaruh terhadap keputusan pembelian smatphone samsung.Kata kunci : Citra Merek,Harga dan Kualitas Produk, Keputusan Pembelian Smartphone Samsung.

Item Type: Thesis (S1-Sarjana)
NIM: 43115010164
Uncontrolled Keywords: Citra Merek,Harga dan Kualitas Produk, Keputusan Pembelian Smartphone Samsung.
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 Apr 2020 07:27
Last Modified: 30 Apr 2020 07:27
URI: http://repository.mercubuana.ac.id/id/eprint/54583

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