PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP MINAT BELI KONSUMEN: Penelitian Pada Konsumen Produk Smartphone Vivo di Wilayah Jakarta

Muthia Shafitri, . (2021) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP MINAT BELI KONSUMEN: Penelitian Pada Konsumen Produk Smartphone Vivo di Wilayah Jakarta. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

quality, price, and promotion on consumer buying interest in Vivo smartphones in the Jakarta area. The population of this study is the consumers of Vivo smartphone products in the Jakarta area. The sampling technique used was probability sampling with the type of simple random sampling. Data obtained through distributing questionnaires to 109 respondents. The analytical tools used are descriptive statistics and multiple linear regression analysis processed using SPSS. The results showed that product quality did not partially influence buying interest in Vivo smartphones, this was evidenced by a significance value of 0.858> 0.05. Price has a partial effect on purchase intention on Vivo smartphones with a significance value of 0.025 <0.05. Promotion has a partial effect on buying interest on Vivo smartphones with a significance value of 0.011 <0.05. Simultaneously, product quality, price, and promotion have an effect on purchase intention on Vivo smartphones with a significance value of 0.001 <0.05.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil : 1710111139] [Pembimbing 1 : Lina Aryani] [Pembimbing 2 : Nobelson] [Ketua Penguji : Diana Triwardhani] [Penguji 1 : Pusporini] [Penguji 2 : Lina Ariani]
Uncontrolled Keywords: Product Quality, Price, Promotion, Purchase Interest.
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Muthia Shafitri
Date Deposited: 06 Dec 2022 08:44
Last Modified: 06 Dec 2022 08:44
URI: http://repository.upnvj.ac.id/id/eprint/9738

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