RAHMA, FADILA (2020) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN IPHONE DENGAN STRATEGI BERSAING SEBAGAI VARIABEL INTERVENING (Studi pada konsumen iPhone di Jakarta). S1 thesis, Universitas Mercu Buana.
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Abstract
This study is to determine the factors that influence the purchase of an iPhone with a competitive strategy as an intervening variable. The object of this research is iPhone product consumers who have made a purchase. The population in this study were iPhone consumers in the Meruya area of West Jakarta with a total sample of 210 respondents who were taken by convenience sampling technique and this study used a quantitative descriptive approach. The data analysis used in this research is statistical analysis with Output processing software with SPSS 23, 2020 and primary data is processed using Smart-PLS, 2020. The results of this study indicate that by t-test (bootsrapping) the independent variables are price, product quality and citra merek. It has a positive and significant effect on the intervening and dependent variables, namely competitive strategies and purchasing decisions on iPhone products. Keywords : Price, Product Quality, brand image, Competitive Strategy, Buying Decision, iPhone. Penelitian ini untuk mengetahui faktor-faktor yang mempengaruhi pembelian iPhone dengan strategi bersaing sebagai variabel intervening. Objek penelitian ini adalah konsumen produk iPhone yang telah melakukan pembelian. Populasi dalam penelitian ini adalah konsumen iPhone di daerah Meruya Jakarta Barat dengan jumlah sampel penelitian sebanyak 210 responden yang diambil dengan teknik convenience sampling dan penelitian ini menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan dalam penelitian ini adalah analisis statistik dengan software Output pengolahan dengan SPSS 23, 2020 dan Data primer diolah menggunakan Smart-PLS, 2020. Hasil penelitian ini menunjukan bahwa secara uji t (bootsrapping) variabel independen harga, kualitas produk dan citra merek berpengaruh positif dan signifikan terhadap variabel intervening dan dependen yaitu strategi bersaing dan keputusan pembelian di produk iPhone. Kata Kunci: Harga, Kualitas Produk, Citra Merek, Strategi Bersaing, Keputusan Pembelian, iPhone
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 154 |
| NIM/NIDN Creators: | 43116110108 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Citra Merek, Strategi Bersaing, Keputusan Pembelian, iPhone |
| 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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 07 Mar 2022 01:57 |
| Last Modified: | 10 Mar 2022 01:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57228 |
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