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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 22/11/2018 14:47:58 • 452 Views
PENGARUH DIFERENSIASI PRODUK, BRAND IMAGE DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA PEMBELI DAN PENGGUNA PRODUK SMARTPHONE SAMSUNG J SERIES DI WILAYAH JAKARTA BARAT)Created by :
INGGRID NATHALIE ( 201411022 )
| Subject: | PRODUK
HARGA
PEMBELI | | Alt. Subject : | PRODUCTS
PRICES
BUYERS | | Keyword: | diferensiasi produk
brand image
harga dan keputusan pembelian |
Description:
Dalam pengambilan keputusan pembelian dipengaruhi oleh beberapa faktor tujuan dari penelitian ini adalah untuk mengetahui diferensiasi produk (X1), brand image(X2) dan harga(X3) terhadap keputusan pembelian (Y) smarphone samsung J series.
Penelitian ini dilakukan di wilayah Jakarta Barat dimana pengambilan sampel dengan metode purposive sampling dengan jumlah sampel sebanyak 210 responden. Repsonden penelitian ini adalah pembeli dan pengguna smartphone Samsung J series di wilayah Jakarta Barat. Teknik analisis data yang digunakan dalam penelitian ini adalah Uji Instrumen yaitu Uji Validitas dan Uji Reliabilitas, Uji Asumsi Klasik diantaranya Uji Normalitas, Uji Multikolinearitas dan Uji Heteroskedastisitas, Uji Hipotesis yaitu Uji Regresi Linier Berganda, Uji F (Uji Simultan), Uji t (Uji Parsial), dan Uji Koefisien Determinasi (R2).
Hasil penelitian menunjukkan bahwa diferensiasi produk, brand image dan harga secara bersama-sama maupun secara parsial (sendiri) berpengaruh terhadap keputusan pembelian, dan harga yang paling dominan berpengaruh terhadap keputusan pembelian.
| Date Create | : | 22/11/2018 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201411022 | | Collection ID | : | 201411022 |
Source :
Undergraduate Theses of Management
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@perpustakaan Universitas Esa Unggul 2018
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-diferensiasi-produk-brand-image-dan-harga-terhadap-keputusan-pembelian-studi-kasus-pada-pembeli-dan-pengguna-produk-smartphone-samsung-j-series-di-wilayah-jakarta-barat-11897.html
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 UEU-Undergraduate-11897-Cover.Image.Marked.pdf - 146 KB- UEU-Undergraduate-11897-Lembar Pengesahan.Image.Marked.pdf - 382 KB
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- UEU-Undergraduate-11897-Abstract.Image.Marked.pdf - 156 KB
- UEU-Undergraduate-11897-Daftar Isi.Image.Marked.pdf - 184 KB
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- UEU-Undergraduate-11897-Daftar Gambar.Image.Marked.pdf - 134 KB
- UEU-Undergraduate-11897-Daftar Lampiran.Image.Marked.pdf - 134 KB
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- UEU-Undergraduate-11897-Lampiran 1.Image.Marked.pdf - 224 KB
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- UEU-Undergraduate-11897-BAB I.Image.Marked.pdf - 310 KB
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1. UEU-Undergraduate-11897-BABII.Image.Marked.pdf - 376 KB
2. UEU-Undergraduate-11897-BABIII.Image.Marked.pdf - 346 KB
3. UEU-Undergraduate-11897-BABIV.Image.Marked.pdf - 575 KB
4. UEU-Undergraduate-11897-BABV.Image.Marked.pdf - 191 KB
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