PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY A51

ARDIANSYAH, BAYU (2022) PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY A51. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of brand image, product quality, price perception on purchasing decisions for the Samsung Galaxy A51 smartphone. The design used in this research is causal research. The purpose of this causal research is to find out how much influence brand image, product quality and price perception have on purchasing decisions. In this study using a quantitative approach method. The population of this research is people who have bought a smartphone brand Samsung Galaxy A51. Sampling carried out in this study is a non-probability sampling technique, because this sampling technique provides unequal opportunities for each element or member of the population to be selected as a sample. The sampling method was carried out by the convenience sampling method. In which this research already has information about elements that have met the requirements to serve as a sample of the study. Keywords: Brand Image, Product Quality, Price Perception, Purchase Decision. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, kualitas produk, persepsi harga terhadap keputusan pembelian smartphone Samsung galaxy a51. Desain yang digunakan dalam penelitian ini adalah penelitian kausal. Tujuan penelitian kausal ini bertujuan untuk mengetahui seberapa besar pengaruh brand image, kualitas produk dan persepsi harga terhadap keputusan pembelian. Dalam penelitian ini menggunakan metode pendekatan kuantitatif. Populasi penelitian ini adalah masyarakat yang pernah membeli smartphone merk Samsung Galaxy A51. Pengambilan sampel yang dilakukan dalam penelitian ini adalah dengan teknik non probability sampling, karena teknik sampling ini memberi peluang tidak sama bagi setiap unsur atau anggota populasi untuk dipilih menjadi sampel. Metode pengambilan sampel dilakukan dengan metode convenience sampling. Hasil penelitian ini menyatakan bahwa brand image memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian, kualitas produk memberikan pengaruh yang positif dan signifikan terhadap keputusan pembelian, dan persepsi harga memberikan pengaruh yang negatif dan signifikan terhadap keputusan pembelian. Kata kunci: Brand Image, Kualitas Produk, Persepsi Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 342
NIM/NIDN Creators: 43118010170
Uncontrolled Keywords: Brand Image, Kualitas Produk, Persepsi Harga, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 09 Jan 2023 03:55
Last Modified: 09 Jan 2023 03:55
URI: http://repository.mercubuana.ac.id/id/eprint/73204

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