ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN IPHONE DI KALANGAN MAHASISWA DI JAKARTA

SALADIN, ROMI EL (2018) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN IPHONE DI KALANGAN MAHASISWA DI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research analyzes factors that influence iPhone purchase decision among students in Jakarta. The analysis used brand equity and product quality as independent variables. Purchase decision used as dependent variable and price perception used as mediator. The measurement model has been analyzed using Structural Equation Model (SEM) for causality relation test model between variables which influence and being influenced by brand equity, product quality, price perception, and purchase decision. Based on the data analysis result, it is concluded that brand equity has positive influence toward purchase decision but does not have strong influence when mediated by price perception. Brand equity does not influence toward price perception. Product quality does not directly influence purchase decision but has influence when mediated by price perception. Product quality has influence toward price perception. Meanwhile, price perception has the strongest direct influence toward purchase decision of iPhone among students in Jakarta. Keywords: Brand equity, product quality, price perception, purchase decision Penelitian ini mencoba untuk menganalisis faktor-faktor yang mempengaruhi keputusan pembelian iPhone di kalangan mahasiswa di Jakarta. Analisis ini menggunakan variabel independen yaitu ekuitas merek dan kualitas produk. Variabel dependennya keputusan pembelian dengan persepsi harga sebagai mediator. Sampel penelitian ini adalah mahasiswa pengguna iPhone di salah satu sekolah tinggi di Jakarta. Selanjutnya model pengukuran tersebut dianalisis dengan Structural Equation Model (SEM) untuk model pengujian hubungan kausalitas antar variabel‐variabel yang mempengaruhi dan dipengaruhi oleh ekuitas merek, kualitas produk, persepsi harga dan keputusan pembelian. Model yang didapat telah memenuhi kriteria Goodness of Fit – Full Model. Berdasarkan hasil analisis data dapat disimpulkan bahwa ekuitas merek berpengaruh positif secara langsung terhadap keputusan pembelian tapi tidak berpengaruh jika melalui persepsi harga. Ekuitas merek tidak berpengaruh terhadap persepsi harga. Kualitas produk tidak berpengaruh terhadap keputusan pembelian tapi berpengaruh secara tidak langsung melalui persepsi harga. Kualitas produk berpengaruh positif secara langsung terhadap persepsi harga. Persepsi harga menjadi variabel yang paling berpengaruh positif secara langsung terhadap keputusan pembelian iPhone di kalangan mahasiswa di Jakarta. Kata kunci: Ekuitas merek, kualitas produk, persepsi harga, keputusan pembelian.

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 056
NIM/NIDN Creators: 55113120167
Uncontrolled Keywords: Ekuitas merek, kualitas produk, persepsi harga, keputusan pembelian.
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
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 05 Nov 2018 03:40
Last Modified: 13 Dec 2021 08:31
URI: http://repository.mercubuana.ac.id/id/eprint/45387

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