DIHAN, AHMAD (2024) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (Studi Kasus Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi dan Bisnis Universitas Mercu Buana Jakarta ). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT This study analyzes the influence of Brand Image, Price, and Product Quality on the Purchase Decision of Xiaomi Smartphones among management students of the Faculty of Economics and Business at Mercu Buana University, Jakarta. The method used in this research is a quantitative method, and the research design is causal. The sampling technique used in this study is purposive sampling, and the number of consumers in this study is 200 respondents. The data collection method employed in this research is a questionnaire instrument. The data analysis method uses Partial Least Square (Smart-PLS) version 3.0. Based on the data analysis, this study finds that brand image has a significant positive influence on purchase decisions, price has a significant positive influence on purchase decisions, and product quality has a significant positive influence on purchase decisions. ABSTRAK Penelitian ini menganalisis tentang Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Smartphone Xiaomi pada mahasiswa jurusan manajemen Fakultas Ekonomi dan Bisnis Universitas Mercu Buana Jakarta. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dan desain penelitian dalam penelitian ini adalah kausal. Teknik pengambilan sampel dalam penelitian ini yang digunakan dalam penelitian ini yaitu purposive sampling serta jumlah konsumen dalam penelitian ini adalah 200 responden. Metode pengumpulan data dalam penelitian ini yaitu dengan instrument kuesioner. Metode analisis data menggunakan Partial Least Square (Smart-Pls) versi 3.0 PLS (Partial Least Square). Berdasarkan analisis data maka penelitian ini memiliki hasil bahwa citra merek berpengaruh positif signifikan terhadap keputusan pembelian, harga berpengaruh positif signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 24 363 |
| NIM/NIDN Creators: | 43119010056 |
| Uncontrolled Keywords: | Citra Merek, Harga, Kualitas Produk, 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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.6 Sociology of Islam/Sosiologi Islam > 297.62 Islamic Organization/Organisasi Islam > 297.624 Economic Organization/Organisasi Ekonomi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | AFIFAH SALMA RAMADINA |
| Date Deposited: | 02 Oct 2024 02:47 |
| Last Modified: | 02 Oct 2024 02:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92028 |
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