PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE PRODUK IPHONE (Studi Kasus Pada Mahasiswa S-1 Manajemen STEI)

Natasya, Ayunda Bella (2023) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE PRODUK IPHONE (Studi Kasus Pada Mahasiswa S-1 Manajemen STEI). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

This study aims to determine the effect of product quality, brand image and promotion on purchasing decisions for iPhone smartphone products for undergraduate students in Indonesian Management, Jakarta. This study used an associative research strategy with a quantitative approach, which was measured by the coefficient of determination analysis method with the help of SPSS version 26. The population in this study were active students of S-1 Management 2019 and S-1 Management 2020 STEI Indonesia Jakarta who had purchased/ using the iPhone with a total of 100 respondents. Sampling was determined based on purposive sampling method, the data used in this study used primary data. Data collection techniques using a questionnaire. Testing the hypothesis in this study using the t test and F test. The results of the study prove that partially Product Quality has an effect on Purchasing Decisions for STEI Management Undergraduate students, Brand Image has no effect on Purchase Decisions for STEI Management Undergraduate students and Promotion has an effect on Purchasing Decisions for STEI Management Undergraduate students. The results of the simultaneous research on Product Quality, Brand Image and Promotion have an influence on Purchasing Decisions in STEI Management Bachelor students Penelitian ini bertujuan untuk mengetahui Pengaruh Kualitas Produk, Citra Merek dan Promosi terhadap Keputusan Pembelian Smartphone Produk iPhone pada Mahasiswa S-1 Manejemen Indonesia Jakarta. Penelitian ini menggunakan strategi penelitian asosiatif dengan pendekatan kuantitatif, yang diukur dengan metode analisis koefisien determinasi dengan bantuan SPSS versi 26. Populasi dalam penelitian ini adalah mahasiswa/i aktif S-1 Manajemen 2019 dan S-1 Manajemen 2020 STEI Indonesia Jakarta yang pernah membeli/memakai iPhone dengan jumlah 100 responden. Sampling ditentukan berdasarkan metode purposive sampling, data yang digunakan dalam penelitian ini menggunakan data primer. Teknik pengumpulan data menggunakan kuesioner. Pengujian hipotesis pada penelitian ini menggunakan uji t dan uji F. Hasil penelitian membuktikan bahwa secara parsial Kualitas Produk berpengaruh terhadap Keputusan Pembelian pada mahasiswa S-1 Manajemen STEI, Citra Merek tidak berpengaruh terhadap terhadap Keputusan Pembelian mahasiswa S-1 Manajemen STEI dan Promosi berpengaruh terhadap Keputusan Pembelian pada mahasiswa S-1 Manajemen STEI. Hasil penelitian secara simultan Kualitas Produk, Citra Merek dan Promosi terdapat pengaruh terhadap Keputusan Pembelian pada mahasiswa S-1 Manajemen STEI.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSumitro, SumitroNIDN 0312045902sumitro@stei.ac.id
Uncontrolled Keywords: Kualitas Produk, Citra Merek, Promosi, Keputusan Pembelian
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ayunda Bella Natasya
Date Deposited: 06 Jun 2023 05:03
Last Modified: 06 Jun 2023 05:03
URI: http://repository.stei.ac.id/id/eprint/10095

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