PENGARUH CITRA MEREK, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA DI JAKARTA
| ctrlnum |
9443 |
|---|---|
| fullrecord |
<?xml version="1.0"?>
<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><relation>http://repository.fe.unj.ac.id/9443/</relation><title>PENGARUH CITRA MEREK, KESADARAN MEREK DAN
KUALITAS PRODUK TERHADAP KEPUTUSAN
PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA
DI JAKARTA</title><creator>ANDRIANI, MAUDY RAGILIA</creator><subject>Perdagangan (Commerce, Trade)</subject><subject>Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science)</subject><subject>Manajemen (Management and Auxiliary Service)</subject><subject>Layanan Kantor (Office Services)</subject><subject>Manajemen Kontrol dan Kualitas (Control and Quality Management)</subject><subject>Perikalanan (Advertising)</subject><description>MAUDY RAGILIA, The Influence of Brand Image, Brand Awareness, and
Product Quality on Purchasing Decisions on Iphone Smartphones in Students in
Jakarta.
The purpose of this study was to determine the relationship between brand image,
brand awareness, and product quality on iPhone smartphone purchasing
decisions among students in Jakarta. This research was conducted in Jakarta, for
six months from January to June 2020. The research method that researchers
used was a survey method with a correlational approach, the population used was
iPhone smartphone consumers among students in Jakarta. The sampling
technique used was purposive sampling of 202 people. The resulting regression
equation is Ŷ = 22.572 + 0.093 X1 + 0.895 X2 + 0.082 X3. The analysis
requirements test is the normality test using the Kolmogrov-Smirnov test with a
significance level (α) = 5% or 0.05 and produces a significance level of Y with a
value of 0.055, X1 is 0.53, X2 is 0.200, and X3 is 0.058. It is concluded that the
data is normally distributed and can be used in further analysis. The regression
linearity test of Y on X1, Y on X2, and Y on X3 resulted in a significance value on
linearity, namely 0.000 <0.05, so it can be concluded that it has a linear
relationship. Then proceed with the t test and produce Y on X1 tcount = 2.976 and
ttable = 1.65259, Y on X2 tcount = 31.265 and ttable = 1.65259, Y on X3 tcount
= 3,314 and ttable = 1.65259. The correlation coefficient value between brand
image (X1) and purchase decision (Y) is 0.588, brand awareness (X2) and
purchase decision (Y) is 0.941, and product quality (X3) and purchase decision
(Y) is 0.314. So there is a positive and significant relationship between brand
image and purchasing decisions. Likewise, brand awareness of purchasing
decisions produces a positive relationship. There is also a positive and significant
relationship between product quality and purchasing decisions. Thus it can be
concluded that there is a positive and significant relationship between brand
image, brand awareness, and product quality on purchasing decisions. The
coefficient of Y determination on X1, X2, X3 obtained is 0.896 which indicates
that 89.6% of the purchasing decision variable is influenced by brand image,
brand awareness , and product quality while the other 10.4% is influenced by
other variables.
Keywords: Purchase Decision, Brand Image, Brand Awareness, Product
Quality</description><date>2020</date><type>Thesis:Thesis</type><type>PeerReview:NonPeerReviewed</type><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/1/Cover.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/2/Table_Of_Content.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/3/Chapter1.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/4/Chapter2.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/5/Chapter3.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/6/Chapter4.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/7/Chapter5.pdf</identifier><type>Book:Book</type><language>eng</language><identifier>http://repository.fe.unj.ac.id/9443/8/Bibliography.pdf</identifier><identifier> ANDRIANI, MAUDY RAGILIA (2020) PENGARUH CITRA MEREK, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA DI JAKARTA. S1 thesis, Universitas Negeri Jakarta. </identifier><recordID>9443</recordID></dc>
|
| language |
eng |
| format |
Thesis:Thesis Thesis PeerReview:NonPeerReviewed PeerReview Book:Book Book |
| author |
ANDRIANI, MAUDY RAGILIA |
| title |
PENGARUH CITRA MEREK, KESADARAN MEREK DAN
KUALITAS PRODUK TERHADAP KEPUTUSAN
PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA
DI JAKARTA |
| publishDate |
2020 |
| topic |
Perdagangan (Commerce Trade) Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) Manajemen (Management and Auxiliary Service) Layanan Kantor (Office Services) Manajemen Kontrol dan Kualitas (Control and Quality Management) Perikalanan (Advertising) |
| url |
http://repository.fe.unj.ac.id/9443/1/Cover.pdf http://repository.fe.unj.ac.id/9443/2/Table_Of_Content.pdf http://repository.fe.unj.ac.id/9443/3/Chapter1.pdf http://repository.fe.unj.ac.id/9443/4/Chapter2.pdf http://repository.fe.unj.ac.id/9443/5/Chapter3.pdf http://repository.fe.unj.ac.id/9443/6/Chapter4.pdf http://repository.fe.unj.ac.id/9443/7/Chapter5.pdf http://repository.fe.unj.ac.id/9443/8/Bibliography.pdf http://repository.fe.unj.ac.id/9443/ |
| contents |
MAUDY RAGILIA, The Influence of Brand Image, Brand Awareness, and
Product Quality on Purchasing Decisions on Iphone Smartphones in Students in
Jakarta.
The purpose of this study was to determine the relationship between brand image,
brand awareness, and product quality on iPhone smartphone purchasing
decisions among students in Jakarta. This research was conducted in Jakarta, for
six months from January to June 2020. The research method that researchers
used was a survey method with a correlational approach, the population used was
iPhone smartphone consumers among students in Jakarta. The sampling
technique used was purposive sampling of 202 people. The resulting regression
equation is Ŷ = 22.572 + 0.093 X1 + 0.895 X2 + 0.082 X3. The analysis
requirements test is the normality test using the Kolmogrov-Smirnov test with a
significance level (α) = 5% or 0.05 and produces a significance level of Y with a
value of 0.055, X1 is 0.53, X2 is 0.200, and X3 is 0.058. It is concluded that the
data is normally distributed and can be used in further analysis. The regression
linearity test of Y on X1, Y on X2, and Y on X3 resulted in a significance value on
linearity, namely 0.000 <0.05, so it can be concluded that it has a linear
relationship. Then proceed with the t test and produce Y on X1 tcount = 2.976 and
ttable = 1.65259, Y on X2 tcount = 31.265 and ttable = 1.65259, Y on X3 tcount
= 3,314 and ttable = 1.65259. The correlation coefficient value between brand
image (X1) and purchase decision (Y) is 0.588, brand awareness (X2) and
purchase decision (Y) is 0.941, and product quality (X3) and purchase decision
(Y) is 0.314. So there is a positive and significant relationship between brand
image and purchasing decisions. Likewise, brand awareness of purchasing
decisions produces a positive relationship. There is also a positive and significant
relationship between product quality and purchasing decisions. Thus it can be
concluded that there is a positive and significant relationship between brand
image, brand awareness, and product quality on purchasing decisions. The
coefficient of Y determination on X1, X2, X3 obtained is 0.896 which indicates
that 89.6% of the purchasing decision variable is influenced by brand image,
brand awareness , and product quality while the other 10.4% is influenced by
other variables.
Keywords: Purchase Decision, Brand Image, Brand Awareness, Product
Quality |
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IOS5140.9443 |
| institution |
Universitas Negeri Jakarta |
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257 |
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library:university library |
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PBE Fakultas Ekonomi Universitas Negeri Jakarta |
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903 |
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Repository Fakultas Ekonomi Universitas Negeri Jakarta |
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5140 |
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JAKARTA TIMUR |
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DKI JAKARTA |
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1 |
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IOS5140 |
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2020-10-16T00:07:26Z |
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2020-12-01T23:23:50Z |
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dc |
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1686312906477535232 |
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17.538404 |