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UEU » Undergraduate Theses » Manajemen
Posted by [email protected] at 12/03/2021 11:06:33 • 1469 Views
PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE SAMSUNG GALAXY A20
(STUDI KASUS DI WILAYAH KOTA CILEGON)Created by :
MUHAMAD YUNUS ( 20160101331 )
| Subject: | KUALITAS PRODUK
CITRA MEREK
KEPUTUSAN PEMBELIAN | | Alt. Subject : | PRODUCT QUALITY
BRAND IMAGE
PURCHASE DECISION | | Keyword: | Kualitas Produk
Citra Merek
Harga
dan Keputusan Pembelian. |
Description:
Penjualan Smartphone Samsung di Indonesia bahkan Dunia mengalami pergerakan fluktuatif, akibatnya Smartphone Samsung kalah dengan pesaingnya yang menjual produk Smartphone yang tidak jauh beda dengan Samsung dari segi kualitas produk, citra merek dan harga. Tujuan penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian Smartphone Samsung Galaxy A20. Teknik analisis data menggunakan Analisis Regresi Linear Berganda. Sampel yang diambil sebanyak 190 responden yakni seluruh orang yang pernah membeli dan menggunakan Smartphone Samsung Galaxy A20. Penentuan sampel dengan teknik non probability sampling.
Berdasarkan hasil penelitian dapat disimpulkan bahwa (1) Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Samsung Galaxy A20, (2) Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Samsung Galaxy A20, (3) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian Smartphone Samsung Galaxy A20, (4) Kualitas Produk, Citra Merek dan Harga berpengaruh secara bersama-sama terhadap keputusan pembelian Smartphone Samsung Galaxy A20 di Wilayah Kota Cilegon
| Contributor | : |
- Prof. Dr. Hj. Endang Ruswanti, MM
| | Date Create | : | 12/03/2021 | | Type | : | Text | | Format | : | PDF | | Language | : | Indonesian | | Identifier | : | UEU-Undergraduate-20160101331 | | Collection ID | : | 20160101331 |
Source :
Undergraduate Theses of Economic Departement
Relation Collection:
Fakultas Ekonomi dan Bisnis
Coverage :
Civitas Akademika Universitas Esa Unggul
Rights :
@2021 Perpustakaan Universitas Esa Unggul
Publication URL :
https://digilib.esaunggul.ac.id/pengaruh-kualitas-produk-citra-merek-dan-harga-terhadap-keputusan-pembelian-smartphone-samsung-galaxy-a20-studi-kasus-di-wilayah-kota-cilegon-19313.html
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