RAMADHAN, MOHAMMAD ALDO (2021) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK APPLE (Studi pada Mahasiswa Program Studi Manajemen Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to analyze the effect of brand image, product quality and price on purchasing decisions for Iphone smartphones. The population of this research is students of the Faculty of Mercubuana University. This research was conducted on 180 respondents using a quantitative descriptive approach. The sampling technique used was Non-probability Sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. This study proves that brand image has a positive and significant effect on purchasing decisions for Iphone smartphones, product quality has a positive and significant effect on purchasing decisions for Iphone smartphones and price has a negative effect and significant on the decision to purchase Iphone smartphones. Keywords: brand image, product quality, price, purchasing decisions Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk dan harga terhadap keputusan pembelian smartphone Iphone. Populasi penelitian ini adalah Mahasiswa dan Mahasiwi Program Studi Manajemen Universitas Mercubuana. Penelitian ini dilakukan terhadap 180 responden dengan menggunakan pendekatan deskriptif kuantitatif. Teknik pengambilan sampel yang digunakan Non-Probability Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Penelitian ini membuktikan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone Iphone, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone Iphone dan harga berpengaruh negatif dan signifikan terhadap keputusan pembelian smartphone Iphone. Kata Kunci: citra merek, kualitas produk, harga, keputusan pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117110275 |
| Uncontrolled Keywords: | citra merek, kualitas produk, harga, 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 07:25 |
| Last Modified: | 05 Aug 2023 07:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80008 |
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