KHOTIMAH, NURUL (2018) PENGARUH PROMOSI, KEPERCAYAAN MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI PLAZA MALL PONDOK GEDE. S1 thesis, Universitas Mercu Buana Bekasi.
|
Text
43116210045-NURUL KHOTIMAH - 01 COVER - N K.pdf Download (324kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text
43116210045-NURUL KHOTIMAH - 02 BAB I - N K.pdf Restricted to Registered users only Download (178kB) |
|
|
Text
43116210045-NURUL KHOTIMAH - 03 BAB II - N K.pdf Restricted to Registered users only Download (323kB) |
|
|
Text
43116210045-NURUL KHOTIMAH - 04 BAB III - N K.pdf Restricted to Registered users only Download (157kB) |
|
|
Text
43116210045-NURUL KHOTIMAH - 05 BAB IV - N K.pdf Restricted to Registered users only Download (271kB) |
|
|
Text
43116210045-NURUL KHOTIMAH - 06 BAB V - N K.pdf Restricted to Registered users only Download (31kB) |
|
|
Text
43116210045-NURUL KHOTIMAH - 07 DAFTAR PUSTAKA - N K.pdf Restricted to Registered users only Download (268kB) |
|
|
Text
43116210045-NURUL KHOTIMAH - 08 LAMPIRAN. - N K.pdf Restricted to Registered users only Download (428kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Promosi, Kepercayaan merek dan Harga terhadap Keputusan Pembelian Smartphone Oppo .Objek penelitian ini adalah konsumen Smartphone oppo di Plaza Mall Pondok Gede. Penelitian ini dilakukan terhadap 59 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistic dalam bentuk structural equation modeling (SEM) menggunakan linear structural relationship (LISREL). Hasil penelitian ini menunjukan bahwa promosi tidak memiliki pengaruh signifikan terhadap keputusan pembelian. Kepercayaan Merek dan Harga memiliki pengaruh signifikan terhadap keputusan pembelian. Hal ini dibuktikan dari hasil uji-T yang menunjukkan nilai signifikan dari satu vari-abel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh signifikan antara variabel Kepercayaan Merek dan Harga terhadap keputusan pembelian smartphone oppo. Kata Kunci: Promosi, Kepercayaan Merek, Harga. ABSTRACT This study aims to determine how much influence Promotion, brand trust and price have on the Oppo Smartphone Purchase Decision. The object of this research is the Oppo Smartphone consumer at Plaza Mall Pondok Gede. This research was conducted on 59 respondents using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of structural equation modeling (SEM) using a linear structural relationship (LISREL). The results of this study indicate that promotion does not have a significant effect on purchasing decisions. Brand Trust and Price have a significant influence on purchasing decisions. This is evidenced from the results of the T-test which shows a significant value of one independent variable that supports the hypothesis. Therefore, the test results of this study indicate that there is a significant influence between the brand trust and price variables on the oppo smartphone purchasing decision. Keywords: Promotion, Brand Trust, Price.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 21 047 |
| NIM/NIDN Creators: | 43116210045 |
| Uncontrolled Keywords: | Kata Kunci: Promosi, Kepercayaan Merek, Harga. |
| Subjects: | 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: | siti maisyaroh |
| Date Deposited: | 04 Feb 2022 06:38 |
| Last Modified: | 04 Feb 2022 06:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55357 |
Actions (login required)
 |
View Item |
