SKRIPSI: Pengaruh Persepsi Harga, Persepsi Kualitas dan Citra Merek terhadap Purchase Intention pada Produk Smartphone Samsung di Daerah Istimewa Yogyakarta Tahun 2020 – 2021

Nurvita, Amelia (2022) SKRIPSI: Pengaruh Persepsi Harga, Persepsi Kualitas dan Citra Merek terhadap Purchase Intention pada Produk Smartphone Samsung di Daerah Istimewa Yogyakarta Tahun 2020 – 2021. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Samsung is a well-known brand in Indonesia. Apart from that, Samsung is also a brand that can survive at the top of the smartphone market in Indonesia. This Korean smartphone manufacturer can even compete with the iPhone until now. This study aims to analyze the effect of price perception, perceived quality and brand image towards purchase intention on Samsung smartphone products in the Special Region of Yogyakarta. The sampling method in this study is non-probability sampling using purposive sampling technique with a total of 140 respondents. The data analysis method in this research is path analysis using IBM SPSS 22.0 software. The results of this study indicate that the perceived price has a positive and significant effect on purchase intention, while the perceived quality and brand image has a negative effect on purchase intention

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