Novianti, Tyastika (2019) PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA DAN FASILITAS FITUR TERHADAP PROSES KEPUTUSAN PEMBELIAN IPHONE (Studi Kasus Pada Komplek Gading Griya Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.
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Abstract
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh langsung Citra merek, kualitas produk, harga dan fasilitas fitur terhadap proses keputusan pembelian. Penelitian ini menggunakan data primer dengan penyebaran kuesioner dan data sekunder. Populasi dalam penelitian yaitu konsumen pengguna Iphone jumlah sampel 100 responden menggunakan teknik purposive sampling. Analisis data penelitian ini menggunakan koefisien determinasi. Metode pengolahan data menggunakan software SPSS versi 22.0. Hasil penelitian ini menunjukkan bahwa variabel citra merek (X1) berpengaruh positif terhadap proses keputusan pembelian sebesar 0,78% dan signifikan. Kemudian variabel kualitas produk (X2) berpengaruh positif terhadap proses keputusan pembelian sebesar 0,11% dan signifikan. Selanjutnya harga (X3) berpengaruh positif terhadap proses keputusan pembelian sebesar 21,0% dan signifikan. Selanjutnya fasilitas fitur (X4) berpengaruh positif proses terhadap keputusan pembelian sebesar 17,2% dan signifikan. Secara simultan citra merek, kualitas produk, harga dan fasilitas fitur berpengaruh positif terhadap proses keputusan pembelian sebesar 26,3% dan signifikan. Kata Kunci : Citra Merek, Kualitas Produk, Harga, Fasilitas Fitur dan Proses Keputusan Pembelian ABSTRACT The purpose of this study was to determine the direct of brand image, product quality, price and featute facility on the purchasing decision process. This study uses primary data by distributing questionnaires and secondary data. The population in this study is the Iphone user consumers the number of samples of 100 respondents using purposive sampling technique. Analysis of the data of this study uses the coefficient of determination. The data processing method uses SPSS software version 22.0. The results of this study indicate that the brand image variable (X1) has a positive effect on the purchasing decision process by 0.78% and is significant. Then the product quality variable (X2) has a positive effect on purchasing decisions process by 0.11% and is significant. Furthermore price (X3) has a positive effect on purchasing decisions process of 21.0% and is significant. Furthermore feature features (X4) have a positive effect on purchasing decisions process by 17.2% and are significant. Simultaneously the brand image, product quality, price and facility features have a positive effect on the purchasing decision process by 26.3% and are significant. Keywords: Product Quality, Price, Promotion and Purchasing Decision Process
| 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 09:04 | ||||||||
| Last Modified: | 06 Dec 2021 09:04 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6111 |
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