IQBAL, MUHAMAD (2018) PENGARUH HARGA, PROMOSI, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAAN NOTEBOOK TOSHIBA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The need for the use of Notebook in Indonesia has increased especially for the scope of students. The provider company continue to innovate by creating Notebooks with their newest designs introduced through promotions by offering a certain price. The purpose of this study is to determine the influence of price, promotion and design of purchasing decisions Toshiba Notebook.The population of this research was the 2014 FEB Management Student of Mercubuana University, West Jakarta. The sample of this study was 80 respondent. Data were collected through questionnaires, then the data were analyzed by partial least square (PLS).The results showed that (1) the price has a positive and significant effect on the decision to buy Notebook for Student of Mercubuana University Jakarta; (2) promotion has a positive and significant effect to the decision to buy Notebook for University Student of Mercubuana Jakarta; (3) product design has a positive and significant effect to the decision to buy Notebook for University Students of Mercubuana Jakarta. Keywords: Price, promotion, design, purchasing decision. Kebutuhan penggunaan Notebook di Indonesia mengalami peningkatan terutama bagi lingkup mahasiswa. Perusahaan penyedia terus berinovasi dengan menciptakan Notebook dengan desain terbarunya yang diperkenalkan melalui promosi dengan menawarkan harga tertentu. Tujuan penelitian ini yaitu untuk mengetahui pengaruh harga, promosi dan desain terhadap keputusan pembelian Notebook Toshiba. Populasi penelitian ini adalah Mahasiswa Manajemen FEB angkatan 2014 Universitas Mercubuana Jakarta Barat sampel penelitian ini sebanyak 80 responden. Data dikumpulkan melalui penyebaran kuesioner, kemudian data tersebut di analisis dengan partial least square (PLS).Hasil penelitian menunjukkan bahwa (1) harga berpengaruh positif dan signifikan terhadap keputusan membeli Notebook bagi Mahasiswa Universitas Mercubuana Jakarta; (2) promosi berpengaruh positif dan signifikan terhadap keputusan membeli Notebook bagi Mahasiswa Universitas Mercubuana Jakarta; (3) desain produk berpengaruh positif dan signifikan terhadap keputusan membeli Notebook bagi Mahasiswa Universitas Mercubuana Jakarta. Kata Kunci: Harga, promosi, desain, keputusan pembelian
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