ALAMSYAH, MOH SYARIFUDIN (2021) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO (Studi Kasus pada Pengguna Oppo Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (COVER)
COVER fix - Moh Syarifudin Alamsyah.pdf Download (729kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
BAB I - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (268kB) |
|
|
Text (BAB II)
BAB II - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (681kB) |
|
|
Text (BAB III)
BAB III - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (450kB) |
|
|
Text (BAB IV)
BAB IV - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (255kB) |
|
|
Text (BAB V)
BAB V - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (113kB) |
|
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (129kB) |
|
|
Text (LAMPIRAN)
LAMPIRAN - Moh Syarifudin Alamsyah.pdf Restricted to Registered users only Download (421kB) |
Abstract
This study aims to see (1) the effect of quality on purchases on Oppo smartphones (2) the influence of decisions on purchasing decisions on Oppo smartphones (3) the influence of brand image on purchasing decisions on Oppo smartphones. This study uses quantitative methods and the sample is 112 who have made purchases on oppo smartphones in the West Jakarta area, using purposive sampling and the data obtained were analyzed using the SPSS technique (Statistical Package for Social Sciences) through the IBM SPSS 25 software. The results of this study shows that the product quality test and image have a positive and significant effect, while the price has a negative and not significant effect on purchasing decisions on oppo smartphones in West Jakarta. Keywords: Product Quality, Price, Brand Image, Purchase Decision Penelitian ini bertujuan untuk mengetahui (1) pengaruh kualitas produk terhadap keputusan pembelian pada smartphone Oppo (2) pengaruh harga terhadap keputusan pembelian pada smartphone Oppo (3) pengaruh citra merek terhadap keputusan pembelian pada smartphone Oppo. penelitian ini menggunakan metode kuantitatif dan sampelnya berjumlah 112 yang telah melakukan pembelian pada smartphone oppo di area Jakarta Barat, menggunakan purposive sampling dan data yang diperoleh dianalisis dengan menggunakan teknik SPSS (Statistical Package for the Social Sciences) melalui software IBM SPSS 25. Hasil dari penelitian ini menunjukan bahwa secara uji kualitas produk dan citra merek berpengaruh positif dan signifikan sedangkan harga berpengaruh negatif dan tidak siginfikan terhadap keputusan pembelian pada smartphone oppo di Jakarta Barat Kata kunci: Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010327 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Citra Merek, 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: | 17 Jul 2023 01:53 |
| Last Modified: | 17 Jul 2023 01:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79242 |
Actions (login required)
 |
View Item |
