Hutabarat, Dina Frenti Okvira (2023) Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Keputusan Pembelian Smartphone Samsung pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya. (The Influence of Brand Image, Product Quality and Perceived Price on Samsung Smartphone Purchase Decisions in Students of the Faculty of Economics and Business, University of 17 Agustus 1945, Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to prove and analyze the influence of brand image, product quality and price perceptions on Samsung smartphone purchasing decisions on students of the Faculty of Economics and Business, University of 17 August 1945 Surabaya. The population in this study were students of the Faculty of Economics and Business, University of 17 August 1945 Surabaya who used Samsung smartphones. The sampling technique used purposive sampling with a sample of 96 respondents. The type of data used is quantitative data, derived from primary data sources (primary data) using a questionnaire. Test instruments used in this study are validity and reliability tests. Analysis of the data used is multiple linear regression analysis, with hypothesis testing using the t test, F test, and the coefficient of determination (R2 ). The results of this study indicate that all indicators used in this study are valid and reliable. The results of the t test state that brand image partially has a significant effect on purchasing decisions. Product quality partially has a significant effect on purchasing decisions purchasing decisions. Perceived price partially has a significant effect on purchasing decisions. The results of the F test show that brand image, product quality and price perceptions simultaneously have a significant effect on the purchase decision of a Samsung smartphone for students of the Faculty of Economics and Business, University of 17 August 1945 Surabaya. While the results of the test for the coefficient of determination (R2) show the effect of the independent variable on the dependent variable, which is 48%, while the remaining 52% is influenced by other variables outside the model studied. The findings can be interpreted that the perception of price has the most dominant influence among other variables. Keywords: Brand Image, Product Quality, Perceived Price, Purchase Decision
Item Type: | Thesis (Undergraduate) |
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Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Persepsi Harga, Keputusan Pembelian |
Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
Depositing User: | 1211900020 Dina Frenti Okvira Hutabarat |
Date Deposited: | 03 May 2023 03:00 |
Last Modified: | 03 May 2023 03:00 |
URI: | http://repository.untag-sby.ac.id/id/eprint/22352 |
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