ANALISIS PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI, PERSEPSI HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO

PRASETYA, RHEZA (2020) ANALISIS PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI, PERSEPSI HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO. S2-Magister thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the relationship between product quality, distribution channel, price perception and advertising on the purchase decision of a Vivo smartphone. The sampling method used in this study was purposive sampling. The population of this research are 205 members of Facebook group named “Vivo Club Indonesia”. While the number of samples are 136 people. The analytical method in this study is multiple regression using SPSS version 23. The results of the study show that there is a positive and significant influence between product quality, distribution channel, price perception and advertising on the decision to purchase a Vivo smartphone. Keywords: advertising, distribution channel, price perception, product quality, purchase decisionPenelitian ini bertujuan untuk menguji hubungan antara kualitas produk, saluran distribusi, persepsi harga dan iklan terhadap keputusan pembelian smartphone Vivo. Metode pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Popluasi dari penelitian ini adalah anggota grup facebook bernama Vivo Club Indonesia yang berjumlah 205 orang. Sedangkan jumlah sampelnya ialah 136 orang. Metode analisis dalam penelitian ini adalah regresi berganda dengan menggunakan perangkat lunak SPSS versi 23. Hasil penelitian menunjukan terdapat pengaruh positif dan signifikan antara kualitas produk, saluran distribusi, persepsi harga dan iklan terhadap keputusan pembelian smartphone Vivo. Kata kunci: iklan, kualitas produk, keputusan pembelian, persepsi harga, saluran distribusi

Item Type: Thesis (S2-Magister)
NIM: 55116110201
Uncontrolled Keywords: iklan, kualitas produk, keputusan pembelian, persepsi harga, saluran distribusi
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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 26 Feb 2020 07:18
Last Modified: 26 Feb 2020 07:18
URI: http://repository.mercubuana.ac.id/id/eprint/54871

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