Nainggolan, Don Bosco Mula Horas (2021) PENGARUH PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Kartu Perdana by.U Telkomsel). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, citra merek dan kualitas produk terhadap keputusan pembelian kartu perdana by.U Telkomsel. Penelitian ini menggunakan jenis penelitian kuantitatif dengan menggunakan metode pengumpulan data kuesioner. Populasi penelitian ini adalah seluruh pengguna kartu perdana by.U Telkomsel sampai sekarang. Sampel yang diambil adalah pengguna kartu perdana by.U dari tahun 2019 sampai sekarang dengan jumlah 100 respon dengan menggunakan teknik purposive sampling. Data dianalisis menggunakan kuesioner skala Likert. Penelitian ini menggunakan analisis jalur dengan metode Partial Least Square dengan aplikasi WarpPLS 7.0. Hasil penelitian menunjukkan bahwa persepsi harga, citra merek dan kualitas produk berpengaruh terhadap keputusan pembelian. Persepsi harga berpengaruh terhadap keputusan pembelian, citra merek berpengaruh terhadap keputusan pembelian dan kualitas produk berpengaruh terhadap keputusan pembelian. Kata Kunci: Persepsi Harga, Citra Merek, Kualitas Produk dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of price perception, brand image and product quality on purchasing decisions of Telkomsel by.U starter packs. This research uses quantitative research by using questionnaire data collection method. The population of this research is all Telkomsel by.U SIM card users until now. The sample taken is by.U starter pack users from 2019 until now with a total of 100 responses using purposive sampling technique. Data were analyzed using a Likert scale questionnaire. This research uses path analysis with Partial Least Square method with WarpPLS 7.0 application. The results showed that price perception, brand image and product quality had an effect on purchasing decisions. Price perception affects purchasing decisions, brand image affects purchasing decisions and product quality affects purchasing decisions. Keyword: Price Perception, Brand Image, Product Quality and Buying Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | DON BOSCO MULA HORAS | ||||||||
| Date Deposited: | 02 Nov 2021 04:51 | ||||||||
| Last Modified: | 02 Nov 2021 09:40 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5701 |
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