Pengaruh Persepsi Harga, Citra Merek, Persepsi Kualitas, Dan Persepsi Nilai Terhadap Minat Beli Konsumen

Wibisono, Pratedining and , Ihwan Susila, SE., M.Si., Ph.D (2019) Pengaruh Persepsi Harga, Citra Merek, Persepsi Kualitas, Dan Persepsi Nilai Terhadap Minat Beli Konsumen. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of price perceptions, brand image, perceived quality, and perceived value on consumer buying interest. The sample used in this study was everyone who had not bought a Lenovo laptop with 170 respondents. Testing the hypothesis in this study using statistical analysis tools with SPSS program which includes descriptive statistics, validation tests, reliability tests, classical assumption tests, coefficient of determination, F test, regression coefficient test, and t-test. The results of the study partially show that (1) Price perception does not affect consumers’ buying interest in buying a Lenovo laptop. (2) Brand image has a positive and significant effect on consumers’ buying interest in buying a Lenovo laptop. (3) Quality perception does not affect consumers’ buying interest in buying a Lenovo laptop. (4) Perception of value has a positive and significant effect on consumers’ buying interest in buying a Lenovo laptop. Price perception has the weakest influence compared to other variables. Value perception has the strongest influence compared to other variables. This research model is appropriate (fit) explaining the relationship between perceived price and consumer buying interest, the brand image with consumer buying interest, perceived quality with consumer buying interest, and perceived value with consumer buying interest. 50.4% of consumers’ buying interest in buying a Lenovo laptop can be explained by variable price perceptions, brand image, perceived quality, and perceived value. While the remaining 49.6% is caused by other variables.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	price perceptions, brand image, perceived quality, perceived value, and consumer buying interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	PRATEDINING WIBISONO
Date Deposited:	26 Aug 2019 06:36
Last Modified:	26 Aug 2019 06:36
URI:	http://eprints.ums.ac.id/id/eprint/77066

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