SKRIPSI: Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Minat Beli Produk Samsung Galaxy A Series di Kota Yogyakarta

SALJU, Miscandida Jeofenaslim (2024) SKRIPSI: Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Minat Beli Produk Samsung Galaxy A Series di Kota Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

	Text (Halaman Judul) 1. Halaman Awal.pdf Download (611kB)
	Text (BAB 1) 2. BAB I.pdf Download (442kB)
	Text (BAB 2) 3. BAB II.pdf Download (298kB)
	Text (BAB 3) 4. BAB III.pdf Download (296kB)
	Text (BAB 4) 5. BAB IV.pdf Download (363kB)
	Text (BAB 5) 6. BAB V.pdf Download (107kB)
	Text (Referensi) 7. Daftar Pustaka.pdf Download (212kB)

Abstract

This research aims to test and analyze the influence of brand image, product quality and price on buying interest in Samsung Galaxy A Series products in Yogyakarta City. The population and sample in this research are potential consumers who have the desire or interest to buy Samsung Galaxy A series products and are in the city of Yogyakarta with 100 respondents. The sampling technique in this study used a non-probability sampling method. The analytical method used in this research is purposive sampling. The conclusions of this research show that: 1). Brand image has a positive effect on interest in purchasing Samsung Galaxy A Series products in the city of Yogyakarta. 2). Quality has a negative effect on buying interest, this is indicated by a negative regression coefficient value and a significance value of <0.05. So product quality has a negative effect on interest in buying Samsung Galaxy A Series products in the city of Yogyakarta. 3). Price has a positive effect on interest in purchasing Samsung Galaxy A Series products in Yogyakarta City.

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