PENGARUH BRAND AMBASSADOR. HARGA, KOREAN WAVE TERHADAP KEPUTUSAM PEMBELIAN HANDPHONE (studi kasus pada pelanggan Samsung)

Widyasari, Shawitri (2021) PENGARUH BRAND AMBASSADOR. HARGA, KOREAN WAVE TERHADAP KEPUTUSAM PEMBELIAN HANDPHONE (studi kasus pada pelanggan Samsung). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA.

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Abstract

Penelitian ini bertujuan untuk mengetahui : (1) pengaruh Brand Ambassador terhadap Keputusan Pembelian, (2) pengaruh Harga terhadap Keputusan Pembelian dan (3) pengaruh Korean Wave terhadap keputusan pembelian handphone Samsung. Populasi pada penelitian ini adalah para pemakai handphone Samsung baik yang sedang menggunakan atau pernah menggunakan handphone Samsung. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 100 orang. Analisis yang digunakan dalam penelitian ini adalah analisis koefisien determinasi parsial dan berganda. Dari hasil penelitian ini dapat disimpulkan bahwa : (1) Brand Ambassador berpengaruh terhadap Keputusan Pembelian handphone Samsung, (2) Harga berpengaruh terhadap Keputusan Pembelian handphone Samsung, (3) Korean Wave berpengaruh terhadap Keputusan Pembelian handphone Samsung. This study aims to determine: (1) the influence of Brand Ambassador on purchasing decisions, (2) the effect of price on purchasing decisions and (3) the influence of Korean Wave on purchasing decisions for Samsung handphones. The population in this study are Samsung handphone users, both those who are currently using or have used Samsung handphones. The sampling technique used purposive sampling with a total sample of 100 people. The analysis used in this study is the analysis of the coefficient of partial and multiple determination. To conclude of this study indicate that: (1) Brand Ambassador has an effect on Purchase Decisions for Samsung handphones, (2) Price has an effect on Purchase Decisions for Samsung handphones, (3) Korean Wave has an effect on Purchase Decisions for Samsung handphones.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSumampouw, Ruland Willy Jack0303047604Ruland_wjs@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: SHAWITRI WIDYASARI
Date Deposited: 22 Oct 2021 07:53
Last Modified: 22 Oct 2021 07:53
URI: http://repository.stei.ac.id/id/eprint/5631

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