KONTANA, ERIC (2024) PENGARUH EKUITAS MEREK, INOVASI PRODUK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to examine the influence of brand equity, product innovation, on purchasing decisions for iPhone smartphones in case studies among the people of DKI Jakarta. The population in this study were iPhone smartphone users in DKI Jakarta. This research was conducted using a quantitative descriptive approach. The data analysis method used in this research is the Structural Equation Model (SEM) with the Smart-PLS 4.0 analysis tool. The sampling used was purposive sampling, namely taking samples from respondents who were deliberately selected and met the predetermined criteria with a sample size of 135 respondents. The data collection technique uses primary data by distributing questionnaires via Google Form. The research results show that brand equity has a positive and significant effect on purchasing decisions, product innovation has a significant positive effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. Keywords: Brand Equity, Product Innovation, Product Quality, Purchase Decision Penelitian ini bertujuan untuk menguji pengaruh ekuitas merek, inovasi produk, terhadap keputusan pembelian smartphone Iphone studi kasus pada masyarakat DKI Jakarta. Populasi dalam penelitian ini adalah pengguna smartphone iphone di DKI Jakarta. Penelitian ini dilakukan dengan menggunakan pendekatan deskriptif kuantitatif. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS 4.0. Pengambilan sampel yang digunakan adalah purposive sampling yaitu pengambilan sampel dari responden yang sengaja dipilih dan telah memenuhi kriteria yang telah ditentukan dengan jumlah sampel sebanyak 135 responden. Teknik pengumpulan data menggunakan data primer dengan menyebarkan kuesioner melalui Google Form. Hasil penelitian menunjukkan bahwa ekuitas merek, berpengaruh positif dan signifikan terhadap keputusan pembelian, inovasi produk berpengaruh positif signifikan terhadap keputusan pembelian, dan kualitasproduk berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Ekuitas Merek, Inovasi Produk, Kualitas Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 373 |
| NIM/NIDN Creators: | 43120010218 |
| Uncontrolled Keywords: | Ekuitas Merek, Inovasi Produk, Kualitas Produk, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 600. Technology/Teknologi > 608 Inventions and Patents/Inovasi, Penemuan dan Paten 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 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: | 01 Oct 2024 07:01 |
| Last Modified: | 01 Oct 2024 07:01 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/91991 |
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