Bimo Alif Hanggoro Putra, . (2021) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to examine how factors such as pricing, promotion, and product quality affect consumers' decisions to buy Samsung cell phones. Based on information from the Top Brand Index and Market Share for the years 2018–2020, the study shows how Samsung's market share has changed recently. Samsung smartphones had a 48.6% market share in 2018, according to data from the Top Brand Index. However, in 2019 and 2020, their share fell to 45.8% and 46.5%, respectively. According to market share data, Samsung's share of the market was 30.77% in 2018, 31.6 % in 2019, and 30.5 % in 2020. Three questions about the impact of pricing, promotion, and product quality on Samsung smartphone purchases are presented in this study's formulation of the topic. It is anticipated that the theoretical advantages of this study will further the field of marketing management research, specifically in the area of understanding how pricing, advertising, and product quality affect consumer choices. Furthermore, the research findings might offer strategic recommendations for the evolution of Samsung smartphone marketing. This study's methodology is quantitative and was attained through measuring. Likert scales and ordinal scales are instruments for measuring data. Direct primary data collection was accomplished by distributing questionnaires to respondents. Users of Samsung smartphones were sent questionnaires via Google Forms to do surveys. Through the use of a Likert scale, opinions from respondents were grouped from "strongly agree" to "strongly disagree" or from "very positive" to "very negative." The study's conclusion is that price and promotion have a major, favourable impact on Samsung smartphone sales in the Jakarta region. 444 complaints concerning sales of Samsung smartphones were examined, confirmed, and examined. The analysis's findings demonstrate that, in the Jakarta region, Samsung smartphone sales are significantly and favourably impacted by price. Additionally, sales of Samsung smartphones in the Jakarta region are significantly and favourably impacted by promotion. In light of these results, it is recommended that Samsung take into account suitable pricing tactics and intensify promotional efforts in order to enhance sales of Samsung smartphones in the Jakarta region. Keywords: Smartphone, Samsung, Top Brand Index
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1610111165] [Pembimbing: Pusporini] [Penguji 1: Rosali] [Penguji 2: Suharyati] |
| Uncontrolled Keywords: | Smartphone, Samsung, Top Brand Index |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | BIMO ALIF HANGGORO PUTRA |
| Date Deposited: | 03 Sep 2024 23:07 |
| Last Modified: | 03 Sep 2024 23:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/29910 |
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