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UEU » Journal » Manajemen Posted by [email protected] at 28/06/2021 13:32:04 • 555 Views
PENGARUH CITRA MEREK DAN KUALITAS PRODUK
TERHADAP MINAT BELI KONSUMEN PRODUK SMARTPHONE XIAOMI (STUDI KASUS DI JAKARTA BARAT)Created by :
Hermanto ( 0314058903� ) Rendy Saputra
Subject: | CITRA MEREK KUALITAS PRODUK MINAT BELI | Alt. Subject : | BRAND IMAGE PRODUCT QUALITY INTEREST TO BUY | Keyword: | CITRA MEREK KUALITAS PRODUK MINAT BELI |
Description:
Adanya penurunan penjualan produk Smartphone Xiaomi yang cukup signifikan dari tahun 2015 -2016,
yang disebabkan ketatnya persaingan usaha dalam bidang telekomunikasi yang terus meningkat. Penelitian
ini bertujuan untuk mengetahui pengaruh citra merekdan kualitas produk terhadap minat beli konsumen
produk Smartphone Xiaomi di wilayah Jakarta Barat yang diambil sampelnya sebanyak 100 responden.
Metode yang digunakan adalah metode kuantitatif berdasarkan hasil wawancara dan kuesioner untuk
pengujian instrument menggunakan uji Validitas, dan Reliabilitas. Teknik analisis data menggunakan
regresi linear berganda karena variabel yang digunakan lebih dari dua variabel, dengan uji t dan ujif. Hasil
penelitian dengan uji t menunjukkan bahwa citra merek secara parsial berpengaruh signifikan terhadap
minat beli konsumen produk Smartphone Xiaomi. Sedangkan kualitas produk secara parsial tidak
berpengaruh signifikan terhadap minat beli konsumen Smartphone Xiaomi. Hasil uji F menunjukkan bahwa
secara simultan citra merek dan kualitas produk berpengaruh signifikan terhadap minat beli konsumen
produk Smartphone Xiaomi, dan citra merek adalah variabel yang paling berpengaruh dominan terhadap
minat beli konsumen produk Smartphone Xiaomi daripada kualitas produk.
Alt. Description
The existence of a decrease in product sales Smartphone Xiaomi significant gains from the year 2015-2016,
due to Intense competition in the telecommunications business are on the rise. This research aims to know
the influence of the brand image and product quality against the interest of the consumer to buy the product
in the region of Xiaomi Smartphone West Jakarta taken Samples as many 100 respondents. The method
used is the quantitative methods based on the results of interviews and questionnaires for testing instrument
using the test validity, and reliability. Data analysis techniques using multiple linear regression due to
variables that are used more than two variables, with the t-test and F-test. The research results showed that
the t-test with a brand image partially effect significantly to interest consumers buy Smartphone Xiaomi.
While the quality of the product partially do not affect significantly to interest consumers buy Smartphone
Xiaomi. F test results show that simultaneously the brand image and product quality significantly to
influential interests buy consumer products Smartphone Xiaomi. And brand image is the most influential
variables are dominant against the interest of the consumer to buy the product of Xiaomi Smartphone on
the quality of the product.
Date Create | : | 28/06/2021 | Type | : | Text | Format | : | pdf | Language | : | Indonesian | Identifier | : | UEU-Journal-11_1538 | Collection ID | : | 11_1538 |
Source : Business Management Journal Vol.15 (No. 1 ) :1 -67. Th. 2019
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-citra-merek-dan-kualitas-produkterhadap-minat-beli-konsumen-produk-smartphone-xiaomi-studi-kasus-di-jakarta-barat-20494.html
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