NATASIA, DESI (2021) PENGARUH CITRA MEREK , KUALITAS PRODUK , DANPERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE (Studi Pada Pengguna Smartphone). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (COVER)
REV COVER - desi natasia.pdf Download (286kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
5.Bab 1 - desi natasia.pdf Restricted to Registered users only Download (207kB) |
|
|
Text (BAB II)
6.Bab 2 - desi natasia.pdf Restricted to Registered users only Download (147kB) |
|
|
Text (BAB III)
7.Bab 3 - desi natasia.pdf Restricted to Registered users only Download (106kB) |
|
|
Text (BAB IV)
8.Bab 4 - desi natasia.pdf Restricted to Registered users only Download (433kB) |
|
|
Text (BAB V)
9.Bab 5 - desi natasia.pdf Restricted to Registered users only Download (19kB) |
|
|
Text (DAFTAR PUSTAKA)
10.Daftar Pistaka - desi natasia.pdf Restricted to Registered users only Download (89kB) |
|
|
Text (LAMPIRAN)
11.Lampiran - desi natasia.pdf Restricted to Registered users only Download (700kB) |
Abstract
PENGARUH CITRA MEREK , KUALITAS PRODUK , DANPERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE IPHONE (Studi Pada Pengguna Smartphone)The development of innovation in communication tools helps people to do something effectively and efficiently. In the Indonesian market, there are many smartphone brands, one of which is the Iphone. Iphone is a line of smartphones manufactured and based by the company Apple Inc. The purpose of this study was to examine the effect of brand image, product quality and price of Iphone product purchasing decisions. The object of this research is consumers of Iphone Smartphone users in the West Jakarta area and consumers who have purchased an Iphone Smartphone. as many as 240 respondents. The approach used in this study is the Component-Based or Variance-Based Structural Equation Modeling with the Smart-PLS analysis tool. The results showed that the effect of citra merek, product quality and price had an influence on consumer decisions. Keywords: Brand Image, Product Quality, Price Perception, Purchase Decision Perkembangan inovasi dalam alat komunikasi banyak membantu manusia mengerjakan sesuatu secara efektif dan efisien. Di pasar Indonesia, banyak merek smartphone yang beredar salah satunya adalah Iphone. Iphone adalah jajaran smartphone yang di produksi dan di pasarkan oleh perusahaan Apple Inc. Tujuan penelitian ini adalah untuk menguji pengaruh citra merek, kualitas produk dan persepsi persepsi harga terhadap keputusan pembelian produk Iphone. Objek penelitian ini adalah konsumen pengguna Smartphone Iphone di daerah jakarta barat dan konsumen yang pernah membeli Smartphone Iphone. sebanyak 240 responden. Pendekatan yang digunakan dalam penelitian ini adalah Component atau Variance Based Structural Equation Model dengan alat analisis Smart-PLS. Hasil penelitian menunjukkan pengaruh citra merek, kualitas produk dan persepsi persepsi harga memiliki pengaruh terhadap keputusan pembelian konsumen. Kata kunci : Citra merek, Kualitas Produk, Persepsi Harga, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43116110093 |
| Uncontrolled Keywords: | Citra merek, Kualitas Produk, Persepsi Harga, Keputusan Pembelian |
| Subjects: | 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 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 13 Jul 2023 02:33 |
| Last Modified: | 13 Jul 2023 02:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79096 |
Actions (login required)
 |
View Item |
