Pengaruh Persepsi Harga dan Citra Merek Terhadap Keputusan Pembelian Produk di UMS Bookstore (Studi Kasus pada Mahasiswa Progam Studi Manajemen Angkatan 2015 dan 2016 Universitas Muhammadiyah Surakarta)

Dwitama, Yoga and -, Drs. Moechammad Nasir, MM (2018) Pengaruh Persepsi Harga dan Citra Merek Terhadap Keputusan Pembelian Produk di UMS Bookstore (Studi Kasus pada Mahasiswa Progam Studi Manajemen Angkatan 2015 dan 2016 Universitas Muhammadiyah Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The objective of this research is to find out the influence of price perception, brand image and both price perception and brand image at once towards the purchase decision of UMS Bookstore’s products done by the prospective customer. It is done through the case study of Universitas Muhammadiyah Surakarta’s students majoring management study from the year of 2015 and 2016. Practically, this research is beneficial for; 1) giving conceptual contribution for UMS Bookstore’s administrator as marketing strategy reference, 2) giving more knowledge in terms of producing the concept of price perception, brand image and purchase decision, 3) a reference in doing a similar research of which variable is different. This research belongs to survey research, employing questionnaire as its instrument. The population of this research covers all of the 2015 and 2016 management students of Universitas Muhammadiyah Surakarta. A Requirement of having visit and purchase frequency in UMS Bookstore at least once during their study is applied. Purposive sampling is applied by employing 110 respondents as the samples. The data is obtained through the questionnaire that has been validated and reliably tested. Multiple linear regression has been employed as its analysis technique to assess the hypothesized model statistically. The result shows that there is a positive and significant influence of perception price towards the purchase decision in UMS Bookstore, it is proven by t value = 3,206 with significant value 0,002 (0,002 < 0,05). There is a positive and significant influence of brand image towards purchase decision in UMS Bookstore, proven by t value = 5,71 with significant value 0,000 (0,000 < 0,05). There is also a positive and significant influence of both price perception and brand image towards purchase decision in UMS Bookstore, proven by F statistic value = 28,608 with significant value 0,000 (0,000<0,05).

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Persepsi Harga, Citra Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YOGA DWITAMA
Date Deposited:	05 Jul 2018 03:10
Last Modified:	05 Jul 2018 03:10
URI:	http://eprints.ums.ac.id/id/eprint/62993

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