PENGARUH IKLAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG SMARTPHONE DI DEPOK

Herawati Puspita Hayu, . (2015) PENGARUH IKLAN, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG SMARTPHONE DI DEPOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study was conducted to examine the relationship between consumer behavior that is advertising, product quality, and prices that encourage consumers to make purchasing decisions. Ads influenced by providing information, persuading, reminders, and product quality is affected by the performance, features, reliability, confirmation, durability, aesthetics. Prices are influenced by affordability, suitability prices with quality products, price competitiveness. There are five stages in making purchasing decisions, namely recognition issues, information search, evaluation of alternatives, purchase decision, and behavior after purchase. This study aims to determine the effect of partial and simultaneous influence of advertising, product quality, and price on purchase decisions. Data collection techniques using primary data by spreading questionnaires to 100 respondents. The sampling technique in this research is Non Probability Sampling with purposive sampling method. Analysis techniques using multiple regression analysis. Results of research simultaneously and partially advertising, product quality, and price positive and significant impact on purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 1110111043] [Penguji II/Pembimbing : Diana Triwarhani] [Penguji I : Nobelson] [Ketua Penguji : Yuliniar]
Uncontrolled Keywords:	Advertising, Product Quality, Price, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Muamar Khadafi
Date Deposited:	05 Jul 2024 03:33
Last Modified:	05 Jul 2024 03:33
URI:	http://repository.upnvj.ac.id/id/eprint/30472

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