PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS LAPTOP TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Laptop Asus di Jakarta Barat)

NURYULIANTARI, MAULIDHA (2021) PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS LAPTOP TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Laptop Asus di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to assess what influences influence the purchase decision of Asus laptop products. The independent variables obtained from the preliminary survey results are Price, Brand Image and Product Quality. While the dependent variable obtained is the purchase decision. This study uses SEM data analysis techniques and data processing using PLS. The population is residents living in West Jakarta, with a sample of 161 respondents. The sampling technique uses convenience sampling. By using a quantitative descriptive approach. The results of this study indicate that price has a significant positive effect on purchasing decisions, brand image has a significant positive effect on purchasing decisions, and product quality has a significant positive effect on purchasing decisions. Keywords: Price, Brand Image, Product Quality, Purchase Decision, Asus Laptop. Penelitian ini bertujuan untuk mengetahui pengaruh apa saja yang mempengaruhi keputusan pembelian produk Laptop Asus. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Harga, Citra Merek dan Kualitas Produk. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Populasinya adalah penduduk berwilayah tinggal di Jakarta barat, dengan sampel 161 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Harga berpengaruh positif signifikan terhadap keputusan pembelian, Citra Merek berpengaruh positif signifikan terhadap keputusan pembelian, serta Kualitas Produk berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian, Laptop Asus.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 507
Call Number: SE/31/23/143
NIM/NIDN Creators: 43116010182
Uncontrolled Keywords: Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian, Laptop Asus.
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 10 May 2023 02:16
Last Modified: 10 May 2023 02:16
URI: http://repository.mercubuana.ac.id/id/eprint/76884

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