PENGARUH BRAND AMBASSADOR, PERSEPSI HARGA DAN FITUR PRODUK TERHADAP MINAT BELI HANDPHONE REALME

ARIPIN, ZAINAL (2023) PENGARUH BRAND AMBASSADOR, PERSEPSI HARGA DAN FITUR PRODUK TERHADAP MINAT BELI HANDPHONE REALME. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand ambassadors, price perceptions and product features on buying interest in realme mobile phones. In this study, the population is consumers who know or have seen Realme brand smartphones in Jakarta. While a sample of 145 respondents used a purposive sampling method, namely people who know or have seen Realme brand smartphones in Jakarta. Collecting data in this study using a questionnaire with a Likert scale. The analytical method used is structural equation modeling with partial least squares (PLS) software. The results of this study indicate that brand ambassadors have a positive and significant influence on buying intentions of Realme smartphones, price perceptions have a positive and significant effect on buying intentions of Realme smartphones and product features have a positive and significant effect on buying intentions of Realme smartphones. Keyword: Buying Interest, Brand Ambassador, Price, Product Features Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, persepsi harga dan fitur produk terhadap minat beli handphone Realme. Dalam penelitian ini populasinya adalah konsumen yang mengetahui atau pernah melihat smartphone merek Realme di Jakarta. Sedangkan sampel sebanyak 145 responden dengan metode pengambilan sampel purposive sampling yaitu masyarakat yang mengetahui atau pernah melihat smartphone merek Realme di Jakarta. Pengumpulan data pada penelitian ini menggunakan kuesioner dengan skala likert. Adapun metode analisis yang digunakan adalah structural equation modelling dengan software partial least square (PLS). Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh positif dan signifikan terhadap minat beli smartphone Realme, persepsi harga berpengaruh positif dan signifikan terhadap minat beli smartphone Realme dan fitur produk berpengaruh positif dan signifikan terhadap minat beli smartphone Realme Kata Kunci: Minat Beli, Brand Ambassador, Harga, Fitur Produk

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 355
NIM/NIDN Creators: 43117110349
Uncontrolled Keywords: Minat Beli, Brand Ambassador, Harga, Fitur Produk
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 13 Nov 2023 03:58
Last Modified: 13 Nov 2023 03:58
URI: http://repository.mercubuana.ac.id/id/eprint/84159

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