PENGARUH PERSEPSI KUALITAS, FITUR, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI

PRAYOGA, DENDY ADITYA (2022) PENGARUH PERSEPSI KUALITAS, FITUR, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of perceived quality, features and brand image on purchasing decisions for Xiaomi smartphones. The population in this study were residents South of Jakarta. The sample used was 155 people, calculated based on the formula Hair, et al (2010). Sampling using purposive sampling. The data collection technique used a questionnaire research instrument. Data analysis method using Partial Least Square. The results of this study indicate that perceived quality has a positive and significant effect on purchasing decisions, features have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions. Keywords: Perceived Quality, Features, Brand Image, Xiaomi Penelitian ini bertujuan untuk menguji pengaruh persepsi kualitas, fitur dan citra merek terhadap keputusan pembelian smartphone Xiaomi. Populasi dalam penelitian ini adalah penduduk Jakarta Selatan. Sampel yang dipergunakan adalah sebanyak 155 orang, dihitung berdasarkan rumus Hair, et al (2010). Penarikan sampel menggunakan purposive sampling. Teknik pengumpulan data menggunakan instrumen penelitian kuesioner. Metode analisis data menggunakan Partial Least Square. Hasil Penelitian ini menunjukkan bahwa persepsi kualitas berpengaruh positif dan signifikan terhadap keputusan pembelian, fitur berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap keputusan Pembelian. Kata Kunci : Persepsi Kualitas, Fitur, Citra Merek, Xiaomi

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 071
NIM/NIDN Creators: 43117110158
Uncontrolled Keywords: Persepsi Kualitas, Fitur, Citra Merek, Xiaomi
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 > 658.4 Executive Management/Manajemen Eksekutif
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Aug 2022 03:28
Last Modified: 05 Aug 2022 03:28
URI: http://repository.mercubuana.ac.id/id/eprint/66884

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