Analisis Pengaruh Daya Tarik Promosi, Kualitas Produk Dan Harga Terhadap Minat Beli Notebook ASUS (Studi Empiris pada mahasiswa Universitas Muhammadiyah Surakarta)

Sariningsih, Dhanik Endah and -, Drs. Wiyadi, M.M., Ph.D. (2018) Analisis Pengaruh Daya Tarik Promosi, Kualitas Produk Dan Harga Terhadap Minat Beli Notebook ASUS (Studi Empiris pada mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of promotional attractiveness, product quality and price on the purchase intention of Asus notebooks. This study uses a quantitative analysis method that examines the truth of the hypothesis that has been proposed. Population in this research is student of Muhammadiyah University of Surakarta who use Asus notebook. The sampling technique used purposive sampling method with 100 respondents. For data collection using questionnaire. This study is the analysis tool to the multiple linear regression. The results of the analysis obtained is the attractiveness of promotion, product quality, and price influence on purchase intention of Asus notebook. Of the three variables used can explain the purchase intention Asus notebooks by 41.0% and the rest is explained by other variables. It is suggested in subsequent research to add other independent variables that influence purchase intention variable, for example brand image, word of mouth brand association and others.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: promotional attractivenes, product quality, price and purchase intention.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: DHANIK ENDAH SARININGSIH
Date Deposited: 11 Jan 2018 04:40
Last Modified: 11 Jan 2018 04:40
URI: http://eprints.ums.ac.id/id/eprint/58065

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