PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE ADVAN
| Main Author: | Prabowo, Derik Yudha |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/59602/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/59602/2/bab%20I.pdf http://eprints.umm.ac.id/59602/3/BAB%20II.pdf http://eprints.umm.ac.id/59602/4/BAB%20III.pdf http://eprints.umm.ac.id/59602/5/BAB%20IV.pdf http://eprints.umm.ac.id/59602/6/BAB%20V.pdf http://eprints.umm.ac.id/59602/7/LAMPIRAN.pdf http://eprints.umm.ac.id/59602/ |
Daftar Isi:
- The purpose of this study was to determine the effect of product quality on consumer purchasing decisions of Advan smartphones, the influence of brand image on consumer purchase decisions of Advan smartphones and among the product quality variables and brand image that most strongly influenced the purchasing decisions of Advan smartphone consumers. This type of research in the preparation of this thesis is explanatory research The population in this study are consumers who have purchased Advan smartphones at Malang Plaza outlets in the October-December 2019 period in Malang City, with a total sample of 100 respondents.. Data analysis technique that has been done is using multiple linear regression analysis with the F test and t test. Based on the results of research and discussion that has been carried out, it can be concluded that the quality of the product has a positive and significant influence on purchasing decisions of Advan smartphones, meaning that with increasing product quality, purchasing decisions will increase. Brand image has a positive and significant effect on purchasing decisions, meaning that with a better brand image, purchasing decisions will increase. Product quality most strongly influences smartphone purchasing decisions for Advan.