TAUFIK, AHMAD (2019) PENGARUH HARGA, KUALITAS PRODUK DAN BRAND IMAGE TERHADAP PROSES KEPUTUSAN PEMBELIAN SIM CARD TELKOMSEL. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The reseacrh is to know the influence of price, product quality and brand image to purchase decision. The object of this research is Telkomsel users in Ciledug area. This research was conducted to 208 respondents. Data collection techniques using non probability methods with random sampling by using a quantitative descriptive approach. The result of this study indicate that price have a positive and significant effect on purchasing decision, product quality have a positve and significant effect on purchasing decision, and brand image have a positive and significant effect on purchasing decisions. Keyword: Price, Product Quality, Brand Image and Purchasing decison. Penelitian ini untuk mengetahui pengaruh harga, kualitas produk dan brand image terhadap keputusan pembelian. Objek penelitian ini adalah pengguna telkomsel di daerah Ciledug. Penelitian ini dilakukan terhadap 208 responden. Analisis yang dilakukan menggunakan PLS 3.0. Teknik pengambilan data menggunakan metode non probalility sampling dengan random sampling. Dengan menggunakan pendeketan deskriptif kuantitatif. Hasil penelitian ini menunjukan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dan brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Harga, Kualitas Produk, Brand Image dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 19 965 |
| NIM/NIDN Creators: | 43115010214 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Brand Image dan Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 674 Lumber Technology/Teknologi Perkayuan, Teknologi Kayu 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 679 Other Products of Specific Kinds of Materials/Produk dari Bahan Khusus 600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ELMO ALHAFIIDH PUTRATAMA |
| Date Deposited: | 29 Sep 2023 07:54 |
| Last Modified: | 29 Sep 2023 07:54 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/81679 |
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