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

MARCELLA, STEVANI (2019) PENGARUH CITRA MEREK,HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SMARTPHONE SAMSUNG. S1 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 smartphone companies is getting tougher. Samsung is a company engaged in hardware and software, the hardware made by Samsung is Samsung smartphone proving to be one of the big companies, this is obtained from global sales. The results of this study indicate that brand image (X1), price (X2) and product quality (X3) have a positive relationship to the dependent variable of purchase results (Y). Significantly the brand image, price and quality of the product have an influence on the purchase decision of the Samsung smartphone. Keywords: Brand Image, Price and Product Quality, Samsung Smartphone Purchase 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 di bidang 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 bersamasama 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)
Call Number CD: FE/MJ. 19 659
NIM/NIDN Creators: 43115010164
Uncontrolled Keywords: Citra Merek, Harga dan Kualitas Produk, Keputusan Pembelian Smartphone Samsung.
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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 > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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: 04 Jun 2022 06:53
Last Modified: 04 Jun 2022 06:53
URI: http://repository.mercubuana.ac.id/id/eprint/62114

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