Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga dan Word Of Mouth Terhadap Keputusan Pembelian
| dc.contributor.advisor | Hidayat, Rahmat | |
| dc.contributor.author | Aprillina, Yeni | |
| dc.date.accessioned | 2023-01-09T03:11:54Z | |
| dc.date.available | 2023-01-09T03:11:54Z | |
| dc.date.issued | 2017-08-02 | |
| dc.description.abstract | This research aims to find out how big the influence of brand image, product quality, price of perception of word of mouth against the purchasing decisions of consumers in purchase Samsung smartphone. Type of this research is a case study. The population taken all students State Batam State Polytechnic using a technique of non sample probability sampling by means of accidental sampling as much as 100 respondents. Engineering data collection using the questionnaire. Data analysis techniques using descriptive statistics and Regression analysis of double liner. The hypothesis is tested using t-test and F-test. The test results show that brand image, product quality, price and perception of word of mouth either partially or simultaneous positive and significant effect against the purchasing decision. Variables brand image, product quality, price and perception of word of mouth able to explain variable purchase decisions of 60.1% and the rest of 39.9% explained by other variables that are not included in the study. | en_US |
| dc.description.abstrak | Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Citra merek, kualitas produk, persepsi harga dan word of mouth terhadap keputusan pembelian konsumen dalam melakukan pembelian smartphone Samsung. Jenis penelitian ini adalah studi kasus. Populasi yang diambil yakni seluruh mahasiswa/i Politeknik Negeri Batam menggunakan teknik sampel non probability sampling dengan cara accidental sampling sebanyak 100 responden. Teknik pengumpulan data menggunakan kuisioner. Teknik analisi data menggunakan Statistik Deskriptif dan Analisis Regresi liner berganda. Hipotesis diuji menggunakan Uji t dan Uji F. Hasil pengujian menunjukkan bahwa citra merek, kualitas produk, persepsi harga dan word of mouth baik secara parsial maupun simultan berpengaruh positif dan signifikan terhadap keputusan pembelian. Variabel-variabel citra merek, kualitas produk, persepsi harga dan word of mouth mampu menjelaskan variabel keputusan pembelian sebesar 60,1% dan sisanya sebesar 39,9% dijelaskan oleh variabel lain yang tidak dimasukan dalam penelitian. | en_US |
| dc.identifier.uri | https://repository.polibatam.ac.id/xmlui/handle/123456789/606 | |
| dc.language.iso | id | en_US |
| dc.publisher | Politeknik Negeri Batam | en_US |
| dc.subject | Manajemen Bisnis | en_US |
| dc.subject | Administrasi Bisnis | en_US |
| dc.subject | Permasalahan Sosial, Layanan Sosial; Asosiasi | en_US |
| dc.subject | Manajemen Rumah Tangga dan Manajemen Keluarga | en_US |
| dc.subject | Perdagangan, Komunikasi, Transportasi | en_US |
| dc.title | Pengaruh Citra Merek, Kualitas Produk, Persepsi Harga dan Word Of Mouth Terhadap Keputusan Pembelian | en_US |
| dc.type | Thesis | en_US |