PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE APPLE DI JAKARTA

ANDRONIKUS, ANDRONIKUS (2022) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE APPLE DI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The technological development in the modern era is rapidly growing and especially in mobile phone segment. Apple brand is one of the choices that available in the market. Therefore, Smartphone Apple must do its best to be able to increase customer purchase decision through, among others, product quality, price and brand image as factors that are considered influential. This study examines the factors that influence purchase decision Smartphone Apple with the variables Product Quality, Price and Brand Image. The object of this research is customer Smartphone Apple. This study was conducted on 132 respondents using a quantitive descriptive approach. The approach used in this study is the Structural Equation Model (SEM) with a Smart-PLS analysis tool. The results of this study show that the variables of product quality, price and brand image have a positive significant effect on consumer purchase decision Smartphone Apple in Jakarta. Keywords: Product Quality, Price, Brand Image and Purchase Decision. Perkembangan teknologi di era modern saat ini sangat pesat dan terutama dibidang smartphone. Smartphone merek Apple sebagai salah satu dari sekian banyak pilihan yang ada. Maka, Smartphone Apple harus berupaya sebaik mungkin untuk dapat meningkatkan keputusan pembelian konsumen melalui antaranya kualitas produk, harga dan citra merek sebagai faktor yang dianggap berpengaruh. Penelitian ini meneliti tentang faktor yang mempengaruhi keputusan pembelian Smartphone Apple dengan variabel kualitas produk, harga dan citra merek. Objek penelitian ini adalah konsumen Smartphone Apple. Penelitian ini dilakukan terhadap 132 responden dengan menggunakan pendekatan deskriptif kuantitatif. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa variabel kualitas produk, harga dan citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Apple Di Jakarta. Kata Kunci: Kualitas Produk, Harga, Citra Merek dan Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 404
Call Number: SE/31/23/062
NIM/NIDN Creators: 43118010092
Uncontrolled Keywords: Kualitas Produk, Harga, Citra Merek dan Keputusan Pembelian.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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
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: 25 Jan 2023 07:34
Last Modified: 25 Jan 2023 07:34
URI: http://repository.mercubuana.ac.id/id/eprint/73716

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