Rofi', Moch. Ainur (2024) Analisis Kualitas Produk, Persepsi Harga, dan Citra Merek terhadap Keputusan Pembelian Smartphone Merek Samsung pada Mahasiswa Program Studi Manajemen. (Analysis of Product Quality, Price Perception, and Brand Image on Samsung Brand Smartphone Purchasing Decisions among Management Study Program Students). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to prove and analyze the effect of product quality, price perception, and brand image on purchasing decisions for Sammung smartphones for students of the Management Study Program 17 August 1945 Surabaya University The population in this study were students of the Management Study Program at the University of 17 August 1945 Surabaya. The sampling technique used was purposive sampling with a sample size of 96 respondents. The type of data used is quantitative data, derived from primary data sources (primary data) using a questionnaire. The instrument tests used in this research are validity and reliability tests. The data analysis used is multiple linear regression analysis, with hypothesis testing using the t test and F test, and the coefficient of determination (R). The results of this study indicate that all indicators used in this study have proven to be valid and reliable. The t-test results show that product quality partially has a significant effect on purchasing decisions. Price perception partially has a significant effect on purchasing decisions. Brand image partially has a significant effect on purchasing decisions. The results of the F test state that product quality, price perception, and brand image simultaneously have a significant effect on purchasing decisions for Samsung smartphones for students of the Management Study Program, 17 August 1945 Surabaya University. Meanwhile, the results of the coefficient of determination (R2) test show that the effect of the independent variable on the dependent variable is 78.7%, while the remaining 21.3% is influenced by other variables outside the model studied.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Product Quality, Price Perception, Brand Image, Purchase Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000139 Moch Ainur Rofi |
| Date Deposited: | 26 Jul 2024 07:27 |
| Last Modified: | 26 Jul 2024 07:27 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/30136 |
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