PENGARUH HARGA, KUALITAS PELAYANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PROVIDER AXIS

SOLIHA, LUTFI AWALIYAH (2020) PENGARUH HARGA, KUALITAS PELAYANAN DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PROVIDER AXIS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research is to know the influence of price, service quality and brand awareness on the purchase decisions of Axis providers. Respondent in this study were Axis consumer providers in South Meruya, West Jakarta. This research was conducted on 180 respondents. Technique of taking data using non probability sampling. The analytical method used is multiple linear regression analysis, classic assumption test, F test, t test, coefficient of determination. The results of this study indicate that the price has no effect and is not significant to the Axis provider purchase decision, service quality and brand awareness have a significant effect on the Axis provider purchase decision Keywords: price, service quality, brand awareness and purchase decision. Penelitian ini untuk mengetahui pengaruh harga, kualitas pelayanan dan brand awareness terhadap keputusan pembelian provider Axis. Populasi penelitian ini adalah konsumen provider Axis di Meruya Selatan Jakarta Barat . Penelitian ini dilakukan terhadap 180 responden. Teknik pengambilan data menggunakan metode non probability sampling . Metode analisis yang digunakan adalah analisis regresi linier berganda, uji asumsi klasik, uji F, uji t, koefisien determinasi. Hasil penelitian ini menunjukkan bahwa harga tidak berpengaruh dan tidak signifikan terhadap keputusan pembelian provider Axis, kualitas pelayanan dan brand awareness berpengaruh signifikan terhadap keputusan pembelian provider Axis. Kata kunci: harga, kualitas pelayanan, brand awareness dan keputusan pembelian

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43115010227
Uncontrolled Keywords:	harga, kualitas pelayanan, brand awareness dan keputusan pembelian
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.5 Service to Users/Layanan Kepada Pengguna Perpustakaan > 025.52 Reference and Information Services/Layanan Referensi dan Informasi > 025.523 Cooperative Information Services/Layanan Informasi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.9 Office Services in Specific Kinds of Enterprises/Layanan Kantor untuk Perusahaan Tertentu
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	13 May 2024 01:21
Last Modified:	13 May 2024 01:21
URI:	http://repository.mercubuana.ac.id/id/eprint/83378

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