PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Smartphone Samsung Di Jakarta Barat)

MARTIN, HAIRUL (2019) PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Smartphone Samsung Di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aimed to know the Influence of product quality, price and brand image on the purchase desicion (case study for Samsung Android smartphone users in West Jakarta. This research using quantitative-descriptive approach. The research population is Samsung Android smartphone users in West Jakarta (infinity), because the amount of population not certainly known, so the calculation of the sample number used Hair method that have 120 respondents. Data retrieval done by spreading research questionenaire to respondents at research location. The data that already obtained was analyzed by Partial Least Square (PLS). The results of this research shows that product quality has positive and significant effect on the purchase decision of Samsung Android smartphone.The price has positive and significant effect on the purchase decision of Samsung Android smartphone. And brand image has positive and significant effect on the purchase decision of Samsung Android smartphone. Keywords : Product Quality, Price, Brand Image, And Purchase Desicion Penelitian ini untuk mengetahui pengaruh kualitas produk, harga, dan citra merek (brand image) terhadap keputusan pembeliaan (studi kasus pada pengguna smartphone Samsung Android di Jakarta Barat). Penelitian ini menggunakan pendekatan deskriptif kuantitatif. Populasi penelitian ini adalah pengguna smartphone Samsung Android di Jakarta Barat (tidak terhingga), karena jumlah populasi tidak diketahui secara pasti maka perhitungan jumlah sampel menggunakan metode Hair sehingga berjumlah 120 responden. Pengambilan data dilakukan dengan cara menyebarkan kuesioner penelitian kepada responden di lokasi penelitian. Data yang diperoleh dianalisis mengunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone Samsung Android. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone Samsung Android. Dan citra merek (brand image) berpengaruh positif dan signifikan keputusan pembelian smartphone Samsung Android. Kata Kunci : Kualitas Produk, Harga, Citra Merek (Brand Image) dan Keputusan Pembelian.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 034
NIM/NIDN Creators:	43114110473
Uncontrolled Keywords:	Kualitas Produk, Harga, Citra Merek (Brand Image) dan 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 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Virda Syifa
Date Deposited:	30 Jan 2019 07:54
Last Modified:	05 Apr 2022 06:46
URI:	http://repository.mercubuana.ac.id/id/eprint/46981

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