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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 09/11/2018 17:12:20 • 447 Views
PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MELALUI CITRA MEREK SMARTPHONE IPHONECreated by :
AKMAL SAPUTRA ( 201411111 )
| Subject: | PRODUK
PEMBELI
GADGET | | Alt. Subject : | PRODUCTS
BUYERS
GADGET | | Keyword: | kualitas produk
harga
citra merek dan keputusan pembelian |
Description:
Penelitian bertujuan untuk mengetahui pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian melalui Citra Merek konsumen iPhone. Kualitas Produk dan Harga menjadi variabel Independen, Citra Merek menjadi varibel Intervening sedangkan Keputusan Pembelian menjadi variabel dependen. Metode analisis dalam penelitian ini menggunakan Analisis Path. Alat ukur yang digunakan adalah Uji Validitas, Uji Reliabilitas dan Path. Jumlah sampel dalam penelitian ini sebanyak 110 responden yang merupakan konsumen iPhone. Hasil ini menunjukkan adanya pengaruh Kualitas Produk terhadap Citra Merek, Harga terhadap Citra Merek, Kulitas Produk terhadap Keputusan Pembelian, Harga terhadap Keputusan Pembelian, dan adanya pengaruh secara tidak langsung Kualitas Produk terhadap Keputusan Pembelian melalui Citra Merek, selanjutnya pengaruh Harga terhadap Keputusan Pembelian melalui Citra merek. Citra Merek memiliki kekuatan sebagai variabel Intervening.
| Date Create | : | 09/11/2018 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-201411111 | | Collection ID | : | 201411111 |
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-kualitas-produk-dan-harga-terhadap-keputusan-pembelian-melalui-citra-merek-smartphone-iphone-11802.html
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1. UEU-Undergraduate-11802-BabII.Image.Marked.pdf - 562 KB
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3. UEU-Undergraduate-11802-BabIV.Image.Marked.pdf - 985 KB
4. UEU-Undergraduate-11802-BabV.Image.Marked.pdf - 281 KB
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