Pratama, Muhammad Subhan Dwi (2022) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP PROSES KEPUTUSAN PEMBELIAN (Studi Kasus Pengguna Smartphone Xiaomi pada mahasiswa STIE Indonesia). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, harga dan citra merek terhadap proses keputusan pembelian studi kasus pengguna smartphone Xiaomi pada mahasiswa STIE Indonesia. Penelitian ini menggunakan strategi kuantitatif, metode pengumpulan data kuesioner yang diukur skala likert. Populasi dalam penelitian ini adalah konsumen yang menggunakan smartphone Xiaomi pada mahasiswa STIE. Metode pengambilan sampel menggunakan Teknik purposive sampling. Jumlah responden yang digunakan dalam penelitian ini 97 responden. Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis koefiesien determinasi parsial. Hasil penelitian ini diperoleh bahwa kualitas produk berpengaruh terhadap proses keputusan pembelian, harga berpengaruh terhadap proses keputusan pembelian, citra merek berpengaruh terhadap proses keputusan pembelian. Kata Kunci:Kualitas Produk, Harga, Citra Merek dan Proses keputusan pembelian ABSTRACT The study aims to know how product quality, price, brand image purchase decision process of case study Xiaomi smartphone users of STIE Indonesia students. The study is using quantitative strategy, the collecting method was used questionnaire data as measured by likert scale. The population of this study was STIE students that used Xiaomi smartphone. The method of sample collecting was used purposive sampling technique. The total of the respondent that used in this study is 97respondent. The data analysis technique that used in this study was coefficient determination partial analysist. The results of this study showed that product quality affects purchasing decisions, price affects purchasing decisions, brand image affects purchasing decisions. Keywords: Product Quality, Price, Brand Image and Purchase Decision Process
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | MUHAMAD SUBHAN DWI PRATAMA | ||||||||
| Date Deposited: | 07 Jan 2023 05:19 | ||||||||
| Last Modified: | 07 Jan 2023 05:19 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9382 |
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