Wijayanti, Ririn Angget (2021) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO (Studi Kasus Pada Konsumen Carrefour ITC Cempaka Mas Jakarta). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian smartphone merek Oppo pada konsumen Carrefour ITC Cempaka Mas Jakarta. Metode pengumpulan data dalam penelitian ini menggunakan kuesioner yang diukur dengan diagram skala likert 4 poin. Jumlah sampel dalam penelitian ini menggunakan 96 responden. Teknik pemilihan sampel yang digunakan yaitu teknik purposive sampling. Penelitian ini adalah penelitian kuantitatif dengan strategi deskriptif yang menggunakan perhitungan koefisien korelasi dan koefisien determinasi serta pengujian hipotesis dengan program SPSS (Statistical Package For Social Sciences) versi 25.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh yang signifikan pada variabel citra merek terhadap keputusan pembelian smartphone merek Oppo. Tidak terdapat pengaruh yang signifikan pada variabel harga terhadap keputusan pembelian smartphone merek Oppo. Terdapat pengaruh yang signifikan pada variabel kualitas produk terhadap keputusan pembelian smartphone merek Oppo. Terdapat pengaruh yang signifikan pada variabel citra merek, harga dan kualitas produk secara bersama-sama terhadap keputusan pembelian smartphone merek Oppo. Kata Kunci: Citra Merek, Harga, Kualitas Produk dan Keputusan Pembelian. The purpose of this study was to determine the effect of brand image, price and product quality on the purchase decision of Oppo smartphones on consumers of Carrefour ITC Cempaka Mas Jakarta. The data collection method in this study used a questionnaire measured by a 4-point Likert scale diagram. The number of samples in this study used 96 respondents. The sample selection technique used is purposive sampling technique. This research is a quantitative research with a descriptive strategy that uses the calculation of the correlation coefficient and the coefficient of determination as well as hypothesis testing with the SPSS (Statistical Package For Social Sciences) version 25.0 program The results of this study indicate that there is a significant influence on the brand image variable on the purchase decision of the Oppo brand smartphone. There is no significant effect on the price variable on the purchase decision of the Oppo brand smartphone. There is a significant effect on product quality variables on purchasing decisions for Oppo brand smartphones. There is a significant influence on the variable of brand image, price and product quality together on purchasing decisions of Oppo brand smartphones. Keyword: Brand Image, Price, Product Quality and Purchase Decision.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RIRIN ANGGET WIJAYANTI | ||||||||
| Date Deposited: | 04 Oct 2021 06:48 | ||||||||
| Last Modified: | 04 Oct 2021 06:48 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5362 |
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