ANALISIS PENGARUH KUALITS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO

Aji Kurnia, . (2016) ANALISIS PENGARUH KUALITS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK OPPO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Smartphone is a mobile phone that love by the people because it can support the need of technology and information. Oppo is one of company that produce smartphone nowadays. This study was conducted to test whether or not the influence of product quality, price and brand image of the Oppo smartphone purchase decision. Product quality is affected by the performance, features, reliability, conformance, durability, serviceability and aesthetics. Prices are influenced by the price according to purchasing power, price comparison and competitive price. Brand image is affected by the benefits, the user and lifestyle. In a consumer decision-making there are five stages: problem recognition, information search, alternative assessment, decisions to buy and behavior after purchase. This study aims to determine the effect of partially and simultaneously influence the quality of the product, price and brand image on purchase decisions. Data collection techniques using primary data by distributing 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 the product quality, price and brand image positive and significant impact on purchasing decisions.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil : 1110111095] [Penguji II (Pembimbing) : Suharyati] [Penguji I : Nobelson] [Ketua Penguji : Yuliniar]
Uncontrolled Keywords:	Product Quality, Price, Brand Image, Purchase Decision.
Subjects:	H Social Sciences > H Social Sciences (General) 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 07:39
Last Modified:	05 Jul 2024 07:39
URI:	http://repository.upnvj.ac.id/id/eprint/30480

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