| dc.contributor.author | ASMARAJATI, TATAG | |
| dc.date.accessioned | 2018-08-27T03:35:13Z | |
| dc.date.available | 2018-08-27T03:35:13Z | |
| dc.date.issued | 2018-04-20 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/20841 | |
| dc.description | Penelitian ini bertujuan untuk menganalisis Pengaruh Kualitas Persepsian,
Citra Merek, Persepsi Harga dan Promosi terhadap Keputusan Pembelian produk
smartphone OPPO. Objek dalam penelitian ini adalah smartphone OPPO
sedangkan subjek dalam penelitian ini adalah konsumen yang pernah membeli
dan menggunakan produk smartphone OPPO.
Penelitian ini menggunakan 105 sampel yang dipilih menggunakan Teknik
Non Probability Sampling melalui metode Purposive Sampling dengan kriteria
masyarakat Yogyakarta yang pernah membeli dan menggunakan produk
smartphone OPPO. Alat analisis yang digunakan adalah Regresi Linear Berganda
(multiple regression test) yang dioperasikan menggunakan program SPSS 22.0
Berdasarkan analisis yang telah dilakukan, diperoleh hasil bahwa kualitas
persepsian, citra merek, persepsi harga dan promosi secara bersama-sama
berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas
persepsian berpengaruh positif dan signifikan terhadap keputusan pembelian, citra
merek berpengaruh positif dan signifikan terhadap keputusan pembelian, persepsi
harga berpengaruh positif dan signifikan terhadap keputusan pembelian, dan
promosi berpengaruh positif dan signifikan terhadap keputusan pembelian | en_US |
| dc.description.abstract | This study aims to analyze the Influence of the Quality of Perceptions,
Brand Image, Price Perception and Promotion on Purchasing Decision of OPPO
smartphone products. The object of this research is the OPPO smartphone while
the subject in this research is the consumers who have ever bought and used the
OPPO smartphone product.
This study used 105 selected samples using Non Probability Sampling
Technique through Purposive Sampling method with criterion of Yogyakarta
society who had bought and used OPPO smartphone product. Analyzer used is
Multiple Regression Test which operated using SPSS 22.0 program.
Based on the analysis that has been done, the results obtained that the
quality of perceptions, brand image, price perceptions and promotions together
have a positive and significant impact on purchasing decisions, product quality
has a positive and significant impact on purchasing decisions, brand image has a
positive and significant impact on purchasing decisions , price perceptions have a
positive and significant impact on purchasing decisions, and promotion has a
positive and significant effect on purchasing decisions. | en_US |
| dc.publisher | FE UMY | en_US |
| dc.subject | Quality of Perceptions, Brand Image, Price Perception, Promotion, Purchase Decision, OPPO Smartphone. Kualitas Persepsian, Citra Merek, Persepsi Harga, Promosi, Keputusan Pembelian, OPPO Smartphone | en_US |
| dc.title | PENGARUH KUALITAS PERSEPSIAN, CITRA MEREK, PERSEPSI HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SMARTPHONE OPPO | en_US |
| dc.type | Thesis
SKR
FEB
363 | en_US |
