PENGARUH BRAND IMAGE, PRICE DISCOUNT DAN FREE GIFT TERHADAP MINAT BELI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN SMARTPHONE HUAWEI DI DKI JAKARTA

PUTRI, NOKHAELLY WARDHAYANA (2021) PENGARUH BRAND IMAGE, PRICE DISCOUNT DAN FREE GIFT TERHADAP MINAT BELI SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN SMARTPHONE HUAWEI DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of the influence of brand image, price discount and free gift on purchase intention and its impact on purchasing decisions for Huawei smartphones in DKI Jakarta. The population in this study are consumers who use or have purchased Huawei smartphones in Jakarta. The sample used is 160 respondents. The sampling method used purposive sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. The results of this study indicate that Brand Image has a positive and significant effect on buying interest, Price Discount has a positive and significant effect on buying interest, Free Gifts have a positive and significant effect on buying interest, Buying Interest has a positive and significant effect on Purchase Decisions, Brand Image has a positive and significant impact on purchasing decisions. significant effect on Purchase Decisions, Price Discounts have a positive and significant effect on Purchase Decisions, and Free Gifts have a positive and significant effect on Purchase Decisions. Keyword: Brand Image, Price Discount, Free Gift, Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Pengaruh Brand Image, Price Discount Dan Free Gift Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian Smartphone Huawei Di Dki Jakarta. Populasi dalam penelitian ini adalah konsumen yang menggunakan atau yang pernah membeli smartphone Huawei di Jakarta. Sampel yang dipergunakan adalah sebanyak 160 responden. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Hasil penelitian ini menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap minat beli, Price Discount berpengaruh positif dan signifikan terhadap minat beli, Free Gift berpengaruh positif dan signifikan terhadap minat beli, Minat Beli berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Brand Image berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Price Discount berpengaruh positif dan signifikan terhadap Keputusan Pembelian, serta Free Gift berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Brand Image, Price Discount, Free Gift, Minat Beli

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