PENGARUH CITRA MEREK, HARGA, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK LENOVO: Studi Pada Warga Kelurahan Ciganjur Jakarta Selatan

Riyan Wahyu Pratama, - (2019) PENGARUH CITRA MEREK, HARGA, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK LENOVO: Studi Pada Warga Kelurahan Ciganjur Jakarta Selatan. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative research that aims to determine the effect of brand image, price and sales promotion on purchasing decisions of Lenovo brand smartphones. The population in this study is the community of Ciganjur Urban Village, South Jakarta. The sample size was taken as many as 75 respondents, with non probability sampling method, especially purposive sampling. Data collection is done through questionnaires. The analytical tool used is using the method of PLS (Partial Least Square) analysis. The results of this study indicate that (1) brand image has no significant effect on purchasing decisions with path coefficient values of -0.310. (2) Price has a significant effect on purchasing decisions with a coefficient of 0.441. (3) sales promotion has a significant effect on purchasing decisions with a coefficient of 0.762.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 1410111074] [Ketua Penguji: Lina Ariyani] [Penguji I: Renny Husniati] [Penguji II/Pembimbing: Bernadin Dwi]
Uncontrolled Keywords: Brand Image, Price, Sales Promotion, and Purchasing 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 08:38
Last Modified: 18 Apr 2019 01:55
URI: http://repository.upnvj.ac.id/id/eprint/97

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