PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Smartphone Asus ROG di Kecamatan Jatinegara)

Pratama, Reva Aulia (2022) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Smartphone Asus ROG di Kecamatan Jatinegara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian smartphone Asus ROG dikecamatan Jatinegara. Populasi penelitian ini adalah seluruh pengguna smartphone Asus ROG. Sampel yang diambil adalah pengguna smartphone Asus ROG di wilayah kecamatan jatinegara dengan jumlah 100 responden dengan menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan dalam penelitian ini menggunakan kuesioner. Metode analisis statistik yang digunakan dalam penelitian ini adalah analisis koefisien determinasi dan pengujian hipotesis secara parsial dan simultan dengan menggunakan SPSSStatistics25.0. Setelah melakukan pengumpulan dan analisis data maka hasil penelitian pada koefisien determinasi membuktikan bahwa: (1) Berdasarkan koefisien determinasi menunjukan bahwa variabel Kualitas Produk secara parsial berpengaruh positif terhadap Keputusan Pembelian smartphone Asus ROG yaitu 58,2% (2) Berdasarkan koefisien determinasi menunjukan bahwa variabel Citra Merek secara parsial berpengaruh positif terhadap Keputusan Pembelian smartphone Asus ROG yaitu 48,3% (3) Berdasarkan koefisien determinasi menunjukan bahwa variabel Persepsi Harga secara parsial berpengaruh positif terhadap Keputusan Pembelian smartphone Asus ROG yaitu 79,9% (4) Berdasarkan koefisien determinasi secara simultan menunjukkan variabel Kualitas Produk, Citra Merek dan Persepsi Harga berpengaruh positif terhadap Keputusan Pembelian smartphone Asus ROG di kecamatan Jatinegara, memperoleh hasil yaitu 80,7%, sedangkan sisanya adalah kontribusi dari faktor-faktor lainnya adalah 19,3%. Kata Kunci: Kualitas Produk, Citra Merek, Persepsi Harga, Keputusan Pembelian This purpose of this research is to determine the effect of product quality, brand image and price perception on purchasing decisions for Asus ROG smartphones in Jatinegara district. The population of this study were all Asus ROG smartphone users. The samples taken were Asus ROG smartphone users in the Jatinegara sub-district with a total of 100 respondents using purposive sampling technique. The data collection method used in this study used a questionnaire. The statistical analysis method used in this study is the analysis of the coefficient of determination and partial and simultaneous hypothesis testing using SPSSStatistics25.0. After collecting and analyzing data, the results of the research on the coefficient of determination prove that: (1) Based on the coefficient of determination, it shows that the Product Quality variable partially has a positive effect on the Asus ROG smartphone purchase decision, namely 58.2% (2) Based on the coefficient of determination, it shows that the variable Brand Image partially has a positive effect on Purchase Decisions for Asus ROG smartphones, namely 48.3% (3) Based on the coefficient of determination showsthat the Price Perception variable partially has a positive effect on Purchase Decisions for Asus ROG smartphones, namely 79.9% (4) Based on the coefficient of determination Simultaneously shows that the variables of Product Quality, Brand Image and Price Perception have a positive effect on purchasing decisions for Asus ROG smartphones in Jatinegara sub-district, obtaining results of 80.7%, while the rest is the contribution of other factors is 19.3%. Keywords: Product Quality, Brand Image, Price Perception and Purchase Decision

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSakti, Sri HandokoNIDN0330096602handoko@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Reva Aulia Pratama
Date Deposited: 21 Apr 2022 03:52
Last Modified: 21 Apr 2022 03:52
URI: http://repository.stei.ac.id/id/eprint/7491

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