Pertama, Sulfa Mira (2021) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (Studi pada Mahasiswa Falkutas Ekonomi Dan Bisnis Unisbank Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh variabel citra merek dan persepsi harga terhadap keputusan pembelian Smartphone Samsung. Populasi dalam penelitian ini adalah Mahasiswa Ekonomi dan Bisnis Unisbank Semarang yang membeli Smartphone Samsung, peneliti mengambil sampel sebanyak 100 reponden dengan menggunakan teknik purposive sampling. Data primer diperoleh menggunakan kuisioner sedangkan data sekunder dengan menggunakan studi pustaka. Berdasarkan hasil uji validitas dan reliabilitas menunjukkan semua indikator valid dan handal sedangkan hasil uji hipotesis menunjukkan bahwa citra merek tidak berpengaruh terhadap keputusan pembelian dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Samsung pada Mahasiswa Fakultas Ekonomi dan Bisnis Unisbank Semarang. ABSTRACT This study was to analyze the effect of brand image and price perception variables on purchasing decisions for Samsung smartphones. The population in this study were students of Economics and Business Unisbank Semarang who bought a Samsung smartphone, the researcher took a sample of 100 respondents using purposive sampling technique. Primary data were obtained using a questionnaire while secondary data used literature study. Based on the results of validity and reliability tests, all indicators are valid and reliable, while the results of hypothesis testing show that brand image has no effect on purchasing decisions and price perceptions have a positive and significant effect on purchasing decisions for Samsung smartphones for students of the Faculty of Economics and Business Unisbank Semarang.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1842-NIM 16.05.51.0127 |
| Uncontrolled Keywords: | Kata Kunci : Citra Merek, Persepsi Harga dan Keputusan pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 08 Jun 2021 07:16 |
| Last Modified: | 08 Jun 2021 07:16 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7879 |
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