Pirili, P. Dombulokon (2022) SKRIPSI: Pengaruh Kualitas Produk, Harga dan Promosi terhadap Keputusan Pembelian Handphone Samsung pada Mahasiswa YKPN Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study was conducted with the aim of analyzing the effect of product quality, price, and promotion on purchasing decisions for Samsung mobile phones at YKPN Yogyakarta students. This study uses quantitative methods. The types of data used in this study are primary data and secondary data. Primary data obtained based on the distribution of questionnaires to 190 respondents and secondary data obtained through books, journals, and sources from the internet related to research. The sampling technique used was purposive sampling. The data analysis technique was carried out using multiple linear regression analysis. The results of the study stated that product quality had a significant positive effect on purchasing decisions for Samsung Cellphones at YKPN Yogyakarta students. Price does not have a significant effect on purchasing decisions for Samsung mobile phones at YKPN Yogyakarta students. Promotion has a significant positive effect on purchasing decisions for Samsung mobile phones at YKPN Yogyakarta students. Adjusted R Square of 0.600 or 60%, which means product quality, price, and promotion have an influence of 60% on purchasing decisions while the remaining 40% is obtained by other variables not included in this study.
| Item Type: | Thesis (Masters) |
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| Uncontrolled Keywords: | Product Quality, Price, Promotion and Purchase Decision. |
| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 05 Oct 2022 02:25 |
| Last Modified: | 05 Oct 2022 02:25 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/320 |
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