Pengaruh Promosi, Harga Dan Brand Image Terhadap Keputusan Pembelian Produk Provider Handphone (Studi pada Mahasiswa Universitas Muhammadiyah Surakarta)

Lestari, Anna Dwi and -, Drs. Agus Mugorobin, M.M (2017) Pengaruh Promosi, Harga Dan Brand Image Terhadap Keputusan Pembelian Produk Provider Handphone (Studi pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

ABSTRACT This study aims to determine the influence of promotion, price and brand image of purchasing decisions. The population in this research is the students at Muhammadiyah University of Surakarta, this research uses quantitative research then the data collection method that will be used in this research by using questionnaire or questionnaire that will be filled directly by the respondents ie students of Muhammadiyah University of Surakarta who use the product provider mobile phone Tests in this study using SPSS, in multiple linear regresis analysis in the know that promotion, price and brand image variables have a positive and significant impact on purchasing decisions. Result of t test from price promotion and brand image got sig. <0,05 per persial independent variable have positive effect on dependent variable accepted. F test results show that the independent variables together positively affect the dependent variable received. Coefficient of Determination (RSquare) indicates that price promotion and brand image is able to influence the decision of cellular phone provider product purchase equal to 49,2%, while the rest equal to 50,8% explained by other variable outside research model. Keywords: Promotion, Price, Brand image and Purchase Decision

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Promotion, Price, Brand image and Purchase Decision
Subjects: Q Science > Q Science (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ANA DWI LESTARI
Date Deposited: 10 Aug 2017 08:02
Last Modified: 10 Aug 2017 08:02
URI: http://eprints.ums.ac.id/id/eprint/55004

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