Nabila, Amira Rhamdani (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi Pada Pembeli dan Pengguna Smartphone Samsung di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Tujuan dari penelitian ini untuk menjelaskan pengaruh kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian. Dalam penelitian ini objek yang diteliti adalah smartphone Samsung. Variabel independen dalam penelitian yaitu kualitas produk, citra merek, persepsi harga dan variabel dependen yaitu keputusan pembelian. Sampel dalam penelitian ini berjumlah 100 responden pembeli dan pengguna Smartphone Samsung di Kota Semarang, dengan menggunakan alat pengumpulan data berupa kuesioner. Semua pertanyaan diukur dengan skala likert dengan 5 peringkat jawaban sangat setuju sampai sangat tidak setuju. Menggunakan teknik analisis linear berganda dan data yang diolah menggunakan program SPSS 20. Hasil analisis dapat disimpulkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek tidak berpengaruh terhadap keputusan pembelian dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. The purpose of this study is to explain the effect of product quality, brand image and price perception on purchasing decisions. In this study the object under study is the Samsung smartphone. The independent variables in the study are product quality, brand image, price perception and the dependent variable, namely purchasing decisions. The sample in this study amounted to 100 respondents of buyers and users of Samsung smartphones in the city of Semarang, using a data collection tool in the form of a questionnaire. All questions are measured on a Likert scale with 5 ranked answers, totally agree to strongly disagree. Using multiple linear analysis techniques and data processed using the SPSS 20 program. The results of the analysis can be concluded that product quality has a positive and significant effect on purchasing decisions, brand image has no effect on purchasing decisions and price perceptions have a positive and significant effect on purchasing decisions
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1579 NIM.16.05.51.0238 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Persepsi Harga, Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | F Fahmi |
| Date Deposited: | 18 May 2020 03:00 |
| Last Modified: | 18 May 2020 03:00 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/6829 |
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