ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO

FERDIANSYAH, FERDIANSYAH (2018) ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE OPPO. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, price and product design on the purchase decision of OPPO smartphone. Research data is based on primary and secondary data. Primary data is obtained from questionnaire, while secondary data is obtained from company statistics. Non-probability used as sampling method. The population of the research is user of OPPO smartphone in Municipality of South Tangerang. The method of analysis used in this study is multiple linear regression. The results show that product quality, price and product design simultaneously have a significant effect on purchasing decisions. Partially, product quality, price and product design have a significant positive effect on purchasing decision. Price is a very strong variable influence on purchasing decision. Keywords: product quality, price, product design, purchase decision, smartphone Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga dan desain produk terhadap keputusan pembelian produk smartphone merek OPPO. Data penelitian yang digunakan adalah data primer yang berasal dari kuesioner dan data sekunder yang berasal dari data statistik perusahaan. Metode sampel yang digunakan adalah metode nonprobabilitas. Populasi berasal dari pengguna smartphone OPPO di Kota Tangerang Selatan. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukan kualitas produk, harga dan desain produk secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. Secara parsial kualitas produk, harga dan desain produk berpengaruh signifikan positif terhadap keputusan pembelian. Harga merupakan variabel yang sangat kuat pengaruhnya terhadap keputusan pembelian. Kata kunci: kualitas produk, harga, desain produk, keputusan pembelian, smartphone

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 18 108
NIM/NIDN Creators:	55116110091
Uncontrolled Keywords:	kualitas produk, harga, desain produk, keputusan pembelian, smartphone
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 150.1-150.9 Standard Subdivisions of Psychology/Subdivisi Standar Dari Psikologi, Ilmu Jiwa > 150.6 Organization and Management of Psychology/Organisasi dan Manajemen di Bidang Psikologi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Virda Syifa
Date Deposited:	25 Oct 2018 06:40
Last Modified:	17 Dec 2021 02:35
URI:	http://repository.mercubuana.ac.id/id/eprint/45213

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