PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi Kasus Pada Samsung Experience Store Cimanggis Square)

UTAMI, AGNES CATUR (2017) PENGARUH BRAND IMAGE, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi Kasus Pada Samsung Experience Store Cimanggis Square). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image, Kualitas Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Smartphone Samsung. Objek penelitian ini adalah konsumen yang mengunjungi Samsung Experience Store Cimanggis Square. Teknik pengumpulan data sampel yang digunakan adalah metode purposive sampling, dan untuk menentukan jumlah sampel menggunakan rumus Slovin. Desain yang digunakan dalam penelitian ini adalah desain kausal, dan metode analisis data yang digunakan adalah Variance Based Structural Equation Modelling (SEM) atau yang lebih dikenal dengan Partial Least Squares (PLS). Hasil penelitian ini menunjukkan bahwa variabel brand image dan kualitas produk bernilai signifikan terhadap keputusan pembelian. Sedangkan variabel kualitas pelayanan tidak menunjukkan nilai signifikan. Oleh karena itu, hasil uji hipotesis dari penelitian ini menyatakan bahwa terdapat pengaruh antara brand image terhadap keputusan pembelian smartphone Samsung, terdapat pengaruh antara kualitas produk terhadap keputusan pembelian smartphone Samsung dan tidak terdapat pengaruh antara kualitas pelayanan terhadap keputusan pembelian smartphone Samsung.This research aims to know influence of brand image, product quality and service quality on purchasing decisions smartphone Samsung. The object for this research is all of the consumers who visited at Samsung Experience Store Cimanggis Square. The sample data collection technique used in this theses is purposive sampling method, and to determine the number of samples is by using Slovin formula. The method used in this research is a causal method, and the data analysis method used is a Variance Based Structural Equation Modeling (SEM) or better is known as Partial Least Squares (PLS). The results of this study indicate that the brand image and product quality variables are significant to the purchase decision. While the service quality variable did not show a significant value. Therefore, the hypothesis test results from this research state that there is an influence between brand image to Samsung smartphone purchase decision, another influence between product quality to Samsung smartphone purchase decision and there is no influence between service quality to Samsung smartphone purchase decision.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 17 463
NIM/NIDN Creators:	43114120370
Uncontrolled Keywords:	Brand Image, Kualitas Produk, Kualitas Pelayanan, Keputusan Pembelian
Subjects:	200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan 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:	04 Mar 2024 07:45
Last Modified:	04 Mar 2024 07:46
URI:	http://repository.mercubuana.ac.id/id/eprint/86764

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