PRASETYA, RHEZA (2019) ANALISIS PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI, PERSEPSI HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE VIVO. S2 thesis, Universitas Mercu Buana.
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Abstract
This study aims to examine the relationship between product quality, distribution channel, price perception and advertising on the purchase decision of a Vivo smartphone. The sampling method used in this study was purposive sampling. The population of this research are 205 members of Facebook group named “Vivo Club Indonesia”. While the number of samples are 136 people. The analytical method in this study is multiple regression using SPSS version 23. The results of the study show that there is a positive and significant influence between product quality, distribution channel, price perception and advertising on the decision to purchase a Vivo smartphone. Keywords: advertising, distribution channel, price perception, product quality, purchase decision Penelitian ini bertujuan untuk menguji hubungan antara kualitas produk, saluran distribusi, persepsi harga dan iklan terhadap keputusan pembelian smartphone Vivo. Metode pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. Popluasi dari penelitian ini adalah anggota grup facebook bernama Vivo Club Indonesia yang berjumlah 205 orang. Sedangkan jumlah sampelnya ialah 136 orang. Metode analisis dalam penelitian ini adalah regresi berganda dengan menggunakan perangkat lunak SPSS versi 23. Hasil penelitian menunjukan terdapat pengaruh positif dan signifikan antara kualitas produk, saluran distribusi, persepsi harga dan iklan terhadap keputusan pembelian smartphone Vivo. Kata kunci: iklan, kualitas produk, keputusan pembelian, persepsi harga, saluran distribusi
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 19 210 |
| NIM/NIDN Creators: | 55116110201 |
| Uncontrolled Keywords: | iklan, kualitas produk, keputusan pembelian, persepsi harga, saluran distribusi |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 29 Dec 2021 15:25 |
| Last Modified: | 21 Apr 2022 07:23 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53198 |
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