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

TAMAMI, MUHAMMAD YUSRON (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE SAMSUNG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to see the effect of brand image, product quality and price perception on purchasing decisions for Samsung smartphone products who have bought Samsung smartphone products. This research was conducted on 100 respondents using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis with Output processing software with SPSS 23, 2020 and primary data is processed using Smart-PLS, 2020. The results of this study indicate that by means of the t test (bootsrapping) the variables of brand image, product quality and Price perception has a positive and significant effect on the dependent variable, namely the decision to purchase Samsung smartphone products. Key Word: Brand Image, Quality Product, Price Perception, Buying Decision Product Smartphone Samsung Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek, Kualits Produk dan Persepsi Harga Terhadap Keputusan Pembelian Produk Smartphone Samsung yang sudah pernah membeli produk smartphone Samsung. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan deskriptif kauntitatif. Oleh karena itu, analisis data yang digunakan adalah analisis statistic dengan software Output pengolahan dengan SPSS 23, 2020 dan data primer diolah dengan menggunakan Smart-PLS, 2020. Hasil penelitian ini menunjukan bahwa secara uji t (bootsrapping) variable independent citra merek, kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap variable dependen yaitu keputusan pembelian produk smartphone Samsung. Kata Kunci: Citra Merek, Kualitas Produk, Persepsi Harga, Keputusan Pembelian Konsumen smartphone Samsung.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 183
NIM/NIDN Creators:	43116110347
Uncontrolled Keywords:	Citra Merek, Kualitas Produk, Persepsi Harga, Keputusan Pembelian Konsumen smartphone Samsung.
Subjects:	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 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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	WADINDA ROSADI
Date Deposited:	22 Oct 2022 06:43
Last Modified:	22 Oct 2022 06:43
URI:	http://repository.mercubuana.ac.id/id/eprint/70767

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