Evaliyan Putri, Tifany (2019) KUALITAS PRODUK, CITRA MEREK, HARGA, DAN KEPUTUSAN PEMBELIAN LAPTOP LRNOVO (STUDI KASUS PADA TOKO SENTRAL KOMPUTER MALL ARTHA GADING). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian. Populasi dalam penelitian ini seluruh konsumen Toko Sentral Komputer yang membeli produk Lenovo. Metode dalam penelitian ini menggunakan analisis kuantitatif. Pengumpulan data menggunakan kuesioner sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling menggunakan rumus Moe. Metode analisis data menggunakan uji validitas, uji realibilitas, uji asumsi klasik, analisis regresi linier berganda, analisis koefisien determinasi, uji t, uji F, dan uji hipotesis menggunakan SPSS 22.00. Hasil pada penelitian ini adalah kualitas produk, citra merek, dan harga secara simultan berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 57,15% dan sisanya dipengaruhi oleh variabel lain (diluar variabel yang diteliti dalam penelitian ini). Secara parsial kualitas produk berpengaruh positif dan tidak signifikan terhadap keputusan pembelian sebesar 32,14%, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 54,02% dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian sebesar 30,03%. Pada penelitian ini variabel citra merek memiliki pengaruh paling dominan terhadap keputusan pembelian Laptop Lenovo. Kata Kunci : Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian ABSTRACT The purpose of this study was to determine the effect of product quality, brand image and price on purchasing decisions. The population in this study were all consumers of the Central Computer Store who bought Lenovo products. The method in this study uses quantitative analysis. Data collection uses a questionnaire of 100 respondents. The sampling technique used was purposive sampling using the Moe formula. Data analysis method uses validity test, reliability test, classic assumption test, multiple linear regression analysis, coefficient of determination analysis, t test, F test, and hypothesis testing using SPSS 22.00 The results of this study are product quality, brand image, and price simultaneously have a positive and significant effect on purchasing decisions of 57.15% and the rest are influenced by other variables (excluding the variables studied in this study). Partially the product quality has a positive and not significant effect on purchasing decisions of 32.14%, brand image has a positive and significant effect on purchasing decisions of 54.02% and the price has a positive and significant effect on purchasing decisions of 30.03%. In this study the brand image variable has the most dominant influence on the Lenovo Laptop purchasing decision. Keywords: Product Quality, Brand Image, Price, Purchasing Decision
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Ridho Adi Nugroho | ||||||||
| Date Deposited: | 06 Dec 2021 06:37 | ||||||||
| Last Modified: | 06 Dec 2021 06:37 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6097 |
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