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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 25/05/2018 14:31:55 • 473 Views
ANALISIS PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG (STUDI KASUS DI ITC ROXY MAS, JAKARTA BARAT)Created by :
VENDY ( 20160101305 )
| Subject: | PRODUK
PELAYANAN
PEMBELI | | Alt. Subject : | PRODUCTS
SERVICES
BUYERS | | Keyword: | citra merek
harga
keputusan pembelian |
Description:
Dalam pengambilan keputusan pembelian dipengaruhi oleh beberapa faktor, tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek (X1) dan Harga (X2) terhadap keputusan pembelian (Y) Smartphone Samsung.
Penelitian ini dilakukan di ITC Roxy Mas, Jakarta Barat dimana pengambilan sampel menggunakan metode purposive sampling dengan jumlah sampel sebanyak 105 responden. Responden penelitian ini adalah konsumen yang membeli dan menggunakan produk smartphone Samsung di ITC Roxy Mas, Jakarta Barat. Teknik Analisis data yang digunakan dalam penelitian ini adalah Uji Instrumen yaitu Uji Validitas dan Uji Reliabilitas, Uji Hipotesis diantaranya Analisis Regresi Berganda, Uji Simultan, Uji Parsial dan Koefisien Determinasi.
Hasil Penelitian menunjukan bahwa citra merek dan harga secara bersama-sama maupun secara parsial (sendiri) berpengaruh terhadap keputusan pembelian, dan harga paling dominan berpengaruh terhadap keputusan pembelian.
| Date Create | : | 25/05/2018 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20160101305 | | Collection ID | : | 20160101305 |
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/analisis-pengaruh-citra-merek-dan-harga-terhadap-keputusan-pembelian-smartphone-samsung-studi-kasus-di-itc-roxy-mas-jakarta-barat-10667.html
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