PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE (Studi Kasus pada Konsumen Pengguna Iphone di Universitas Mercu Buana)

PRASETYO, VEBRI (2019) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE (Studi Kasus pada Konsumen Pengguna Iphone di Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the influence of price, product quality and brand image of iPhone purchase decisions on student iPhone users at Mercu Buana University Jakarta. The population used in this study is all students of Sanata Dharma University who use the iPhone, with a sample of 100 respondents. Sampling technique is nonprobability sampling using that purpossive sampling technique. The data was collected by questionnaire technique. Data analysis method used is multiple linear regression analysis, classical assumption test, F test, t test, coefficient of determination. The results of this study indicate that the price don’t effect buyer decesions, product quality and brand image affect purchasing decesions smarthphone iphone Keywords: price, product quality, brand image, purchasing decision. Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk dan citra merek terhadap keputusan pembelian iPhone pada konsumen pengguna iPhone di Universitas Mercu Buana Jakarta. Populasi yang digunakan dalam penelitian ini adalah seluruh mahasiswa Universitas Mercu Buana yang menggunakan iPhone, dengan sampel sebanyak 100 responden. Teknik pengambilan sampel adalah teknik nonprobabilitas sampling yaitu purpossive sampling. Pengumpulan data dilakukan dengan teknik kuisioner. Metode analisis data yang digunakan adalah teknik analisis regresi linear berganda, uji asumsi klasik, uji F, uji t, koefisien determinasi. Hasil penelitian ini menunjukkan bahwa harga tidak berpengaruh terhadap keputusan pembelian smarthphone iphone, kualitas produk dan citra merek berpengaruh terhadap keputusan pembelian smartphone iPhone.. Kata kunci:, kualitas produk, harga, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 035
NIM/NIDN Creators: 43114010411
Uncontrolled Keywords: kualitas produk, 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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 30 Jan 2019 07:55
Last Modified: 05 Apr 2022 06:54
URI: http://repository.mercubuana.ac.id/id/eprint/46980

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