PENGARUH WORD OF MOUTH, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (Studi Kasus Pada Warga Bekasi Barat)

Sitompul, Siti Choirunnisa (2020) PENGARUH WORD OF MOUTH, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (Studi Kasus Pada Warga Bekasi Barat). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi indonesia.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Word Of Mouth, Kualitas Produk, dan Harga terhadap Keputusan Pembelian Smartphone Xiaomi di Bekasi Barat. Penelitian ini dilakukan menggunakan teknik pengambilan sampel Non Probability sampling jenis purposive yaitu teknik penentuan sampel dengan pertimbangan tertentu. Pertimbangan yang di pilih adalah pengguna smartphone xiaomi yang telah melakukan keputusan pembelian sebanyak 100 responden. Penelitian ini menggunakan analisis jalur. Data yang digunakan dalam penelitian ini berupa data primer. Teknik pengumpulan data menggunakan Kuesioner. Hasil penelitian membuktikan bahwa (1) word of mouth berpengaruh terhadap keputusan pembelian smartphone xiaomi; (2) kualitas produk berpengaruh terhadap keputusan pembelian smartphone xiaomi; dan (3) harga berpengaruh terhadap keputusan pembelian smartphone xiaomi. Kata Kunci: Word Of Mouth, Kualitas Produk, Harga, dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of Word of Mouth, Product Quality, and Price on Purchasing Decisions of Xiaomi Smartphones in West Bekasi. This research was conducted using a purposive type of Non-Probability sampling technique that is sampling technique with certain considerations. The consideration chosen is the Xiaomi smartphone users who have made a purchase decision of 100 respondents. This study uses path analysis. The data used in this study are primary and secondary data. Data collection techniques using questionnaires. The results of the research prove that (1) word of mouth influences the purchasing decision of Xiaomi smartphone; (2) product quality influences the purchasing decision of Xiaomi smartphone; and (3) price influences the purchasing decision of Xiaomi smartphone. Keywords: Word Of Mouth, Product Quality, Prices, and Purchasing Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorHariyanto, JusufUNSPECIFIEDjusuf_hariyanto.stei.ac.id
Subjects: Manajemen > Manajemen Keuangan
Divisions: S1 Manajemen
Depositing User: Users 916 not found.
Date Deposited: 19 Dec 2020 11:04
Last Modified: 24 Dec 2020 09:46
URI: http://repository.stei.ac.id/id/eprint/1830

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