PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK ASUS: Studi Kasus Pada Kelurahan Ciputat, Tanggerang Selatan

M. Rusli Syahlani, - (2019) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK ASUS: Studi Kasus Pada Kelurahan Ciputat, Tanggerang Selatan. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study is a quantitative study aims to know the effect of the quality product, the price, and brand image toward buying decision. The population of this study is the society of district Ciputat, Tangerang Selatan. The sample was conducted for 75 respondents. The methodology of this study is non-probability sampling, especially purposive sampling. The data was collected by distributing the questionnaire. This study analyzed using PLS (Partial Least Square) analysis technique. The result of this study showed that (1) the product quality significantly affect the buying decision with the coefficient percentage as big as 0,317. (2) the price significantly affect the buying decision with the coefficient percentage as big as 0,273. (3) the brand image significantly affect the buying decision with the coefficient as big as 0,436.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1410111072] [Ketua Penguji: Yuliniar] [Penguji I: Pusporini] [Penguji II/Pembimbing: Pandopotan Simarmata]
Uncontrolled Keywords: Product Quality, The Price, Brand Image, And Buying Decision.
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Muamar Khadafi
Date Deposited: 12 Apr 2019 08:47
Last Modified: 18 Jun 2019 08:00
URI: http://repository.upnvj.ac.id/id/eprint/92

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