PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE (Di Wilayah Dki Jakarta)

YUSUP, MOHAMAD (2020) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN IPHONE (Di Wilayah Dki Jakarta). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, price perception and brand image on the decision to purchase an iPhone smartphone in DKI Jakarta. This type of research is to use a quantitative approach. The data collection technique was carried out with questionnaires and samples used as many as 130 respondents. Analysis of the data used is descriptive analysis and path analysis. Data analysis was performed using Partial Lest Square analysis with the SmartPLS 3.0 program. The results showed that: product quality variables not have a positive and not significant effect on purchasing decisions; variable price perception has a positive and significant effect on purchasing decisions; variable brand image has a positive and significant effect on purchasing decisions. Thus, Apple companies should continue to improve product quality so that consumers can influence consumers to decide on a purchase. Keywords: Product Quality, Price Perception and Brand Image of Purchasing Decisions Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga dan citra merek terhapad keputusan pembelian smartphone iPhone di wilayad DKI Jakarta. Jenis penelitian yang digunakan adalah dengan menggunakan pendekatan kuantitatif. Adapun teknik pengumpulan data dilakukan dengan kuisioner serta sampel yang digunakan sebanyak 130 responden. Analisis data yang digunakan adalah analisis deskriptif dan analisi jalur (path Analysist). Analisa data dilakukan dengan menggunakan analisis Partial Lest Square dengan program SmartPLS 3.0. Hasil penelitian menunjukan bahwa : variabel kualitas produk tidak berpengaruh positif dan tidak signifikan terhadap keputusan pembelian; variabel persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian; variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Dengan demikian, sebaiknya perusahaan Apple terus meningkatkan kualitas produk sehingga konsumen dapat mempengaruhi konsumen untuk memutuskan pembelian. Kata Kunci: Kualitas Produk, Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43114120436
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga dan Citra Merek terhadap Keputusan Pembelian
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
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 > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Aug 2020 07:51
Last Modified: 03 Aug 2020 07:51
URI: http://repository.mercubuana.ac.id/id/eprint/56580

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