Rosela, Ananda (2020) PENGARUH CITRA MEREK, HARGA DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN HP MEREK SAMSUNG DI KOTA SEMARANG. Undergraduate thesis, Universitas Stikubank.
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Abstract
Tujuan penelitian ini yaitu melihat adanya pengaruh antara citra merek, harga, dan iklan terhadap keputusan konsumen untuk membeli produk HP Samsung di Kota Semarang. Data dari penelitian ini diambil dari kuesioner dengan responden berjumlah 100 orang. Uji olah data yang digunakan adalah uji instrumen, validitas, reliabilitas, uji F anova, uji R2, uji t, dan selanjutnya diolah menggunakan SPSS 16. Dalam uji hipotesis, citra merek dan iklan memiliki pengaruh positif dan signifikan pada keputusan konsumen untuk membeli produk HP Samsung. Sedangkan harga tidak memiliki pengaruh pada keputusan konsumen untuk membeli produk HP Samsung. The purpose in study is to see the influence of brand image, price, and advertising on consumer decisions to buy Samsung HP products in the city of Semarang. Data from this study were taken from questionnaires with 100 respondents. Data processing tests used were instrument testing, validity, reliability, ANOVA test, R2 test, t test, and then were processed using SPSS 16. In hypothesis testing, brand image and advertising have a positive and significant influence on consumers' decision to buy Samsung HP products. While the price has no influence on consumers' decision to buy Samsung HP products
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1604 NIM.16.05.51.0174 |
| Uncontrolled Keywords: | Citra Merek, Harga, Iklan, dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 06 May 2020 02:45 |
| Last Modified: | 06 May 2020 02:45 |
| URI: | http://eprints.unisbank.ac.id/id/eprint/6649 |
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