PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK HP (Studi Kasus pada Konsumen Toko Enterkomputer)

ANDRIANTO, RISZI (2023) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PEMASARAN DIGITAL TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK HP (Studi Kasus pada Konsumen Toko Enterkomputer). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

During the Covid-19 pandemic, people use electronic devices such as laptops to carry out several activities, including work and college. HP (Hewlett-Packard) is a company engaged in the information technology industry. The purpose of this study is to determine the influence of brand image, product quality, and digital marketing on the purchase decision of HP brand laptops. This research technique uses non-probability sampling techniques with purposive sampling methods. Data collection techniques in this study used questionnaires, interviews, and literature studies. The analysis method used is purposive sampling where the data processing uses the Partial Least Square (Smart-PLS) program version 3.3. This research proves that Brand Image has a positive and significant effect on Purchasing Decisions. Product Quality has a positive and significant effect on Purchasing Decisions. Digital Marketing has a positive and significant effect on Purchasing Decisions. Keywords: Brand Image, Product Quality, Digital Marketing, Purchase Decision Pada saat pandemi Covid-19, masyarakat menggunakan alat bantu elektronik seperti laptop untuk melakukan beberapa aktivitas antara lain bekerja dan kuliah. HP (Hewlett-Packard) merupakan perusahaan yang bergerak dalam industri teknologi informasi. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek, kualitas produk, dan pemasaran digital terhadap keputusan pembelian laptop merek HP. Teknik penelitian ini menggunakan teknik non probability sampling dengan metode purposive sampling. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner, wawancara, dan studi kepustakaan. Metode analisis yang digunakan adalah purposive sampling di mana dalam pengolahan datanya menggunakan program Partial Least Square (Smart-PLS) versi 3.3. Penelitian ini membuktikan bahwa Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Pemasaran Digital berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Pemasaran Digital, Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 23 096
Call Number:	SE/31/23/220
NIM/NIDN Creators:	43119010169
Uncontrolled Keywords:	Citra Merek, Kualitas Produk, Pemasaran Digital, 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 > 005.435 Memory Management Programs/Program Manajemen Memori 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 > 005.436 File System Management Programs/Program Manajemen Sistem File
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MILA RISKA
Date Deposited:	12 Jun 2023 02:32
Last Modified:	12 Jun 2023 02:32
URI:	http://repository.mercubuana.ac.id/id/eprint/77975

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