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Title: | Pengaruh Persepsi Kualitas, Citra Merek, Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian |
Other Titles: | The Effect of Perceived Quality, Brand Image, Perceived Price and Promotion on Purchasing Decisions |
Authors: | Nasution, Nur Abwaini |
metadata.dc.contributor.advisor: | Tarigan, Eka Dewi Setia |
Keywords: | Perceived Quality;Brand Image;Price Perception;Promotion and Purchase Decision;Promosi dan Keputusan Pembelian |
Issue Date: | 13-Apr-2023 |
Series/Report no.: | NPM;188320394 |
Abstract: | Tujuan dari penelitian ini adalah untuk mengetahui dan menganalisis pengaruh persepsi kualitas, citra merek, persepsi harga dan promosi terhadap keputusan pembelian pada pengguna smartphone Oppo di Kecamatan Billah Hilir, Kabupaten Labuhanbatu, Sumatera Utara. Populasi dalam penelitian ini adalah seluruh pengguna smartphone Oppo di Kecamatan Bilah Hilir, Kabupaten Labuhanbatu, Sumatera Utara dan sampel dari penelitian adalah masyarakat yang melakukan pembelian smartphone Oppo langsung pada 12 counter smartphone di Kecamatan Bilah Hilir, Kabupaten Labuhanbatu, Sumatera Utara. Teknik yang digunakan dalam pengambilan sampel penelitian ini yaitu dengan menggunakan teknik purposive sampling. Alat analisis yang digunakan adalah analisis regresi linier berganda karena variabel bebas yang dipakai lebih dari satu dengan program SPSS. Berdasarkan hasil analisis yang telah dilakukan menunjukkan bahwa persepsi kualitas, citra merek, persepsi harga dan promosi berpengaruh signifikan positif terhadap keputusan pembelian. The purpose of this study was to determine and analyze the effect of perceived quality, brand image, price perception and promotion on purchasing decisions on Oppo smartphone users in Billah Hilir District, Labuhanbatu Regency, North Sumatra. The population in this study were all Oppo smartphone users in the District of Bilah Hilir, Labuhanbatu Regency, North Sumatra and the sample from the study is people who buy Oppo smartphones directly at 12 smartphone counters in Bilah Hilir District, Labuhanbatu Regency, North Sumatra. The technique used in the sampling of this research is by using purposive sampling technique . The analytical tool used is multiple linear regression analysis because more than one independent variable is used with the SPSS program. Based on the results of the analysis that has been carried out, it shows that perceived quality, brand image, price perception and promotion have a significant positive effect on purchasing decisions. |
Description: | 91 Halaman |
URI: | https://repositori.uma.ac.id/handle/123456789/20020 |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320394 - Nur Abwaini Nasution - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.89 MB | Adobe PDF | View/Open |
188320394 - Nur Abwaini Nasution - Chapter IV.pdf Restricted Access | Chapter IV | 427.73 kB | Adobe PDF | View/Open Request a copy |
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