Analisis Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Iphone Dengan Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus Konsumen Smartphone Iphone Di Kota Surakarta)

Pamungkas, Risky Putra and , Nur Achmad, S.E., M.Si. (2021) Analisis Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Smartphone Iphone Dengan Kepuasan Konsumen Sebagai Variabel Intervening (Studi Kasus Konsumen Smartphone Iphone Di Kota Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of brand image and product quality on purchasing decisions with consumer satisfaction as an intervening variable on iPhone smartphone consumers in the city of Surakarta. The sample used in this study were 100 respondents with 60 iPhone product user data using a questionnaire to collect data. The sampling technique uses non probability sampling, which is a sampling technique that does not provide opportunities or equal opportunities for members to be selected as samples. Data analysis techniques using structural equation analysis (SEM) with SmartPLS 3.0 produce tests of validity, reliability, causality, classic assumption tests using multicollinearity tests, hypothesis testing using t tests and multiple regression. The results of this study indicate that brand image variables significantly influence purchasing decisions, work motivation variables have a significant effect on customer satisfaction, product quality variables have a significant effect on purchasing decisions, product quality has a significant effect on customer satisfaction, customer satisfaction has a significant effect on purchasing decisions.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Brand Image, Product Quality, Consumer Satisfaction and Purchasing Decisions.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	RISKY PUTRA PAMUNGKAS
Date Deposited:	14 Aug 2021 02:58
Last Modified:	14 Aug 2021 02:59
URI:	http://eprints.ums.ac.id/id/eprint/93212

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