NOURMA, ODETTA FIRSTLY (2021) PENGARUH PERSEPSI HARGA, IKLAN DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA LAPTOP ACER. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to discuss what influences affect the decision to purchase Acer brand laptop products. The independent variables obtained from the preliminary survey results are Price Perception, Advertising and Product Quality. While the dependent variable obtained is the purchase decision. The data analysis method used Variance Based Structural Equation Modeling Partial Least Square (PLS). The population is residents located in the West Jakarta area, with a sample of 175 respondents. The sampling technique used was convenience sampling. By using a quantitative descriptive approach. The results of this study indicate that price perception has a significant positive effect on purchasing decisions, advertising has a significant positive effect on purchasing decisions, and product quality has a significant positive effect on purchasing decisions. Keywords: Price Perception, Advertising, Product Quality, Purchase Decision Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputusan pembelian produk laptop merek Acer. Variabel independen yang didapatkan dari hasil survey pendahuluan adalah Persepsi Harga, Iklan dan Kualitas Produk. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modeling Partial Least Square(PLS). Populasinya adalah penduduk bertempat di wilayah Jakarta Barat, dengan sampel 175 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Persepsi Harga berpengaruh positif signifikan terhadap keputusan pembelian, Iklan berpengaruh positif signifikan terhadap keputusan pembelian, serta Kualitas Produk berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : Persepsi Harga, Iklan, Kualitas Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010174 |
| Uncontrolled Keywords: | Persepsi Harga, Iklan, Kualitas Produk, Keputusan Pembelian |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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: | 05 Aug 2023 06:29 |
| Last Modified: | 05 Aug 2023 06:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79992 |
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