PENGARUH PROMOSI, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO DI KOTA TANGERANG

SUTANTO, FIKRI (2023) PENGARUH PROMOSI, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO DI KOTA TANGERANG. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the Influence of Promotion, Product Quality, and Price Perception on the purchasing decisions of mobile phones. The field of technology and information science has developed rapidly in everyday life, marked by significant changes in various fields, especially information technology. One of the most important technologies for society today is the smartphone. This study employs a quantitative causal research method with independent variables: promotion (X1), product quality (X2), and price perception (X3), and the dependent variable is purchasing decisions (Y). Primary data collection in this research was conducted through observation and questionnaires distributed to the residents of Tangerang. The results of this study indicate that the promotion variable has a significant positive effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, and price perception has a significant positive effect on purchasing decisions. Keywords: Promotion, Product Quality, Perceived Price, Purchasing Decision, OPPO Penelitian ini bertujuan untuk mengetahui Pengaruh Promosi, Kualitas produk dan Persepsi Harga terhadap keputusan pembelian Handphone. Ilmu pengetahuan teknologi dan informasi berkembang begitu pesat di kehidupan sehari-hari, dimana ditandai dengan adanya perubahan yang sangat signifikan yaitu di segala bidang khususnya teknologi informasi. Salah satu teknologi yang sangat penting bagi masyarakat saat sekarang ini adalah smartphone. Penelitian ini menggunakan metode penelitian kuantitatif kausal dengan variable indepoenden promosi (X1), kualitas produk (X2), dan Persepsi harga (X3) dan variabel dependenynnya adalaha keputusan pembelian (Y). Pengumpulan data primer dalam penelitian ini dengan cara observasi dan kuesioner kepada masyarakat Tangerang. Hasil penelitian ini menyatakan bahwa. variabel promosi berpengaruh signifikan positif terhadap keputusan pembelian, kualitas produk berpengaruh signifikan positif terhadap keputusan pembelian persepsi harga berpengaruh signifikan positif terhadap keputusan pembelian. Kata Kunci: Promosi, Kualitas Produk, Persepsi Harga, Keputusan pembelian, OPPO

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 436
Call Number: SE/31/23/479
NIM/NIDN Creators: 43119010242
Uncontrolled Keywords: Promosi, Kualitas Produk, Persepsi Harga, Keputusan pembelian, OPPO
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 > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 24 Nov 2023 07:13
Last Modified: 24 Nov 2023 07:13
URI: http://repository.mercubuana.ac.id/id/eprint/84287

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