Ameilia, Putri Setyorini (2021) SKRIPSI: Pengaruh Kualitas Produk, Harga, dan Citra Merek terhadap Keputusan Pembelian Smartphone Iphone di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
Technology develops as time goes and one of the biggest development is the creation of the smartphone. iPhone is one of the biggest smartphone brands widely known in Indonesia and holds a wide range of Indonesia’s market share. The purpose of this study was to determine how the influence of product quality, price, and brand image on the decision to purchase Iphone smartphones in Yogyakarta. This research method is a quantitative research with data collection techniques through the distribution of questionnaires to 100 respondents using Iphone smartphones in the community in the Yogyakarta area, using validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, and multiple linear regression analysis. The results of the research product quality have a significant effect on purchasing decisions, price has no significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions. Based on the results of the coefficient of determination test (Adjusted R2), it shows that 66% of purchasing decisions are influenced by variables of product quality, price, and brand image, while the remaining 34% of purchasing decisions are influenced by other variables not included in this study.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Product Quality, Price, Brand Image, and Purchase Decision. |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce H Social Sciences > HJ Public Finance |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Oct 2022 02:24 |
| Last Modified: | 05 Oct 2022 02:24 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/298 |
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