PURWANTO, HERU (2017) PENGARUH CITRA MEREK DAN HARGA PRODUK TERHADAP MINAT BELI HANDPHONE NOKIA LUMIA DI WILAYAH KAPUK JAKARTA UTARA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini untuk mengetahui pengaruh citra merek dan harga produk terhadap minat beli hand phone nokia merek lumia di lingkungan Kapuk Jakarta Utara. Objek penelitian ini adalah para calon pembeli handphone dengan responden masyarakat yang ingin membeli handphone di wilayah kapuk. Penelitan ini dilakukan terhadap 100 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu analisis yang digunakan adalah analisis statistic dalam bentuk analisis liniear berganda. Hasil penelitian ini menunjukan bahwa secara parsial dan simultan, variabel Citra Merek dan Harga Produk berpengaruh terhadap Minat Beli handphone Nokia merek Lumia (studi pada masyarakat di wilayah Kapuk Jakarta Utara). Hal in di buktikan dari hasil uji simultan (uji f) dan uji parsial (uji t) juga menunjukan nilai signifikasi diantara 2 variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwaa terdapat pengaruh secara simultan antara variabel citra merek dan harga produk terhadap minat beli handphone Nokia Lumia.This research is to know the influence of brand image and product price on buying interest of handphone nokia brand lumia in environment Kapuk North Jakarta. The object of this research is the prospective buyers of mobile phones with respondents who want to buy mobile phone in the region kapok. This research was conducted on 100 respondents by using quantitative descriptive approach. Therefore, the analysis used is statistical analysis in the form of multiple linear analysis. The results of this study show that partially and simultaneously, Brand Image and Product Price variables influence the Buy Interest of Nokia mobile phones Lumia brand (study on the community in Kapuk North Jakarta). This is evidenced from the results of simultaneous test (f test) and partial test (t test) also shows the significance value between 2 independent variables that support the hypothesis. Therefore the test results of this study states that there is a simultaneous influence between the variables of brand image and product price on the interest of buying Nokia Lumia handphone.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 17 485 |
| NIM/NIDN Creators: | 43113010152 |
| Uncontrolled Keywords: | Citra Merek, Harga produk dan Minat Beli |
| Subjects: | 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: | NAJLA |
| Date Deposited: | 02 Mar 2024 06:19 |
| Last Modified: | 02 Mar 2024 06:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/86670 |
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