PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP MINAT BELI SMARTPHONE XIAOMI

MALIK, PRASETYO (2023) PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP MINAT BELI SMARTPHONE XIAOMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of price, promotion and product quality on the intention to buy Xiaomi smartphones. The population in this study are consumers who use Xiaomi smartphones, both men and women aged 21-25 years. Methods of data collection using quantitative types with primary data. The sample used is 165 respondents, the maximum likelihood estimation is calculated. The sampling method uses nonprobability sampling with the type of sampling technique that is convenience sampling. Methods of data collection using survey methods and Google Forms, with research instruments, namely questionnaires. Methods of data analysis using Partial Least Square (PLS). The results of this study indicate that Price, Promotion and Product Quality have a positive and significant influence on the intention to buy Xiaomi Smartphones. Keywords: Price, Promotion, Product Quality, Buying Interest Penelitian ini bertujuan untuk menganalisis pengaruh harga, promosi dan kualitas produk terhadap minat beli smartphone Xiaomi. Populasi dalam penelitian ini adalah konsumen yang menggunakan smartphone Xiaomi baik pria maupun Wanita yang berusia 21-25 tahun. Metode pengumpulan data menggunakan jenis kuantitatif dengan data primer. Sampel yang digunakan adalah sebanyak 165 responden, dihitung maximum likelyhood estimation. Metode penarikan sampel menggunakan nonprobability sampling dengan jenis teknik penarikan sampel yaitu convenience sampling. Metode pengumpulan data menggunakan metode survey dan Google Form, dengan instrument penelitian yaitu kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa Harga, Promosi dan Kualitas Produk memiliki pengaruh positif dan signifikan terhadap Minat Beli Smartphone Xiaomi. Kata Kunci: Harga, Promosi, Kualitas Produk, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 068
Call Number: SE/31/23/210
NIM/NIDN Creators: 43118010129
Uncontrolled Keywords: Harga, Promosi, Kualitas Produk, Minat Beli
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 31 May 2023 06:59
Last Modified: 31 May 2023 06:59
URI: http://repository.mercubuana.ac.id/id/eprint/77690

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