Vitryi L, Sipahutar (2024) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN IPHONE. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh Citra Merek, Kualitas Produk, dan Promosi terhadap Keputusan Pembelian. Subjek pada penelitian ini adalah pengguna iPhone dan merupakan mahasiswa Universtitas Mercu Buana. Sampel pada penelitian ini yaitu sebanyak 195 responden. Penelitian ini menggunakan pendekatan deskriptif kausal dan metode pengumpulan sampel dalam penelitian ini yaitu purposive sampling. Metode analisis data menggunakan Partial Least Square. Hasil dari penelitian ini menunjukkan bahwa citra merek berpengaruh secara negatif dan tidak signifikan terhadap keputusan pembelian iPhone, sedangkan kualitas produk berpengaruh secara positif dan signifikan terhadap keputusan pembelian iPhone dan promosi berpengaruh secara positif dan signifikan terhadap keputusan pembelian iPhone This research aims to determine the influence of Brand Image, Product Quality, and Promotion on purchasing decisions of iPhone. The subjects in this research were consumers who used iPhone and registered as Mercu Buana University students. The sample used in this study are 195 respondents. This research uses a causal descriptive approach and the sample collection method in this research is purposive sampling. The data analysis method Partial least Square. The result of this research indicate that brand image is negative and has no significant effect on purchasing decisions of iPhone. Product quality is positive and has significant effect on purchasing decision of iPhone and promotion is also positive and has significant effect on purchasing decision of iPhone.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43121110121 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Promosi, Keputusan Pembelian Brand Image, Product Quality, Promotion, Purchase Decision |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | SILMI KAFFA MARISKA |
| Date Deposited: | 13 Jan 2025 03:35 |
| Last Modified: | 13 Jan 2025 03:35 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93524 |
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