Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Produk Smartphone

Pianturi, Fitri and , Ihwan Susila, S.E., M.Si., Ph.D (2022) Pengaruh Kualitas Produk, Harga dan Citra Merek Terhadap Keputusan Pembelian Produk Smartphone. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Information and communication technology is growing rapidly with the number of new innovations that accompany life where almost everyone needs it in everyday life at this time, almost everyone needs information technology. Smartphones are mobile phones or cellular phones that are equipped with various features and good specifications and various innovations with the best features in their products and have high capabilities like a computer. This study aims to analyze the effect of product quality, price and brand image on smartphone product purchasing decisions. The type of research is quantitative research with the category of field survey. The data in this study are primary data. The data source used is a questionnaire. The sample of this research is smartphone users totaling 100 respondents. The sampling technique used is purposive sampling. The data analysis method of this research uses multiple linear regression analysis. The results showed that product quality and price had a positive influence on purchasing decisions and brand image had no effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Price, Brand Image, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	FITRI PIANTURI
Date Deposited:	07 Mar 2022 01:57
Last Modified:	07 Mar 2022 01:57
URI:	http://eprints.ums.ac.id/id/eprint/98983

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