Intang, Ambo (2023) PENGARUH FITUR, BRAND IMAGE, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DI CILINCING. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh fitur, brand image, dan perspsi harga terhadap keputusan pembelian smartphone Xiaomi di Cilincing. Jenis penelitian ini adalah kuantitatif. Teknik pengambilan sampel menggunakan teknik Non Probabililty Sampling dengan pendekatan Purposive sampling dengan total sampel 97 konsumen yang merupakan pengguna smartphone Xiaomi di Cilincing. Metode analisis data yang digunakan dalam penelitian ini adalah Uji Validitas, Uji Reliabilitas, Koefisien Determinasi (R-Square), Uji hipotesis parsial (uji t), dan Uji hipotesis simultan (uji f). Hasil penelitian menunjukan bahwa variabel fitur berpengaruh terhadap keputusan pembelian, brand image berpengaruh terhadap keputusan pembelian, dan persepsi harga berpengaruh terhadap keputusan pembelian. Hasil pengujian hipotesis menunjukan bahwa variabel fitur, brand image, dan persepsi harga secara bersama-sama berpengaruh signifikan terhadap keputusan pembelian. This study aims to determine the effect of features, brand image, and price perceptions on Xiaomi smartphone purchasing decisions in Cilincing. This type of research is quantitative. The sampling technique used the Non Probability Sampling technique with a purposive sampling approach with a total sample of 97 consumers who are Xiaomi smartphone users in Cilincing. The data analysis method used in this research is validity test, reliability test, coefficient of determination (R-Square), partial hypothesis test (t test), and simultaneous hypothesis test (f test). The results of the study show that feature variables influence purchasing decisions, brand image influences purchasing decisions, and perceived price influences purchasing decisions. The results of hypothesis testing show that the variable features, brand image, and price perceptions together have a significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Fitur, Brand Image, Persepsi Harga, Keputusan Pembelian | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Intang Ambo | ||||||||
| Date Deposited: | 12 May 2023 02:21 | ||||||||
| Last Modified: | 12 May 2023 02:21 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/10027 |
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