Ramdhan Maulana, . (2021) PENGARUH KUALITAS PRODUK HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN : Studi Kasus Pembeli Laptop Asus di Jakarta Selatan. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research is a quantitative study which intends to understand the effect of product quality, price and brand image on purchasing decisions. The population of this research is Asus laptop consumers who live and do activities in South Jakarta. The sample taken is 75 respondents, using a non-probability sampling technique with purposive sampling method. Data collection was taken by distributing online questionnaires in the form of google form. The analysis technique used is the inferential analysis method through PLS (Partial Least Square), namely SmartPLS 3. The results of this study indicate that (1) product quality has a positive and significant effect on purchasing decisions with a path coefficient of 0.332, (2) price has a positive and significant effect. on purchasing decisions with a path coefficient of 0.280, (3) brand image has a positive and significant effect on purchasing decisions with a path coefficient of 0.315. With the resulting Adjusted R-Square of 0.707. With the conclusion that it is known, proven and analyzed that product quality, price and brand image have a significant effect on the purchase decision of Asus laptops in South Jakarta.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil : 1610111179 [No. Panggil: 2010413093] [Pembimbing: Lina Aryani] [Penguji 1: Pusporini] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Product Quality, Price, Brand Image and Purchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RAMDHAN MAULANA |
| Date Deposited: | 20 Sep 2024 03:05 |
| Last Modified: | 20 Sep 2024 03:05 |
| URI: | http://repository.upnvj.ac.id/id/eprint/10233 |
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