Analisis Pengaruh Citra Merek, Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Smartphone Xiaomi (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta)

Kurniawan, Rizky and , Basworo Dibyo, S.E, M.Si (2020) Analisis Pengaruh Citra Merek, Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Smartphone Xiaomi (Studi Kasus Pada Mahasiswa Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of brand image, product quality, price and promotion on purchasing decisions (Case study on students of Muhammadiyah University of Surakarta. This research is a quantitative study, with a student population of Muhammadiyah University of Surakarta, with a sample of 125 people. used is multiple linear regression analysis.The technique of collecting research data through a questionnaire with a Likert scale.The results showed that brand image and product quality have a significant influence on purchasing decisions, while prices and promotions have no significant effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Purchase decisions, brand image, product quality, price and promotion.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RIZKY KURNIAWAN
Date Deposited:	15 Feb 2020 04:49
Last Modified:	15 Feb 2020 04:49
URI:	http://eprints.ums.ac.id/id/eprint/80837

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