PENGARUH CITRA MEREK, HARGA, KUALITAS PRODUK DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK APPLE: SURVEI PADA PENGUNJUNG SUMMARECON MALL BEKASI

TELLY, TELLY (2015) PENGARUH CITRA MEREK, HARGA, KUALITAS PRODUK DAN FAKTOR SOSIAL TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK APPLE: SURVEI PADA PENGUNJUNG SUMMARECON MALL BEKASI. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Telly, 2015; The Influence of Brand Image, Price, Product Quality and Social Factor towards Purchase Decision Smartphone Apple (Survey at Summarecon Mall Bekasi). Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. Advisory: Setyo Ferry Wibowo, SE, M.Si & Usep Suhud, M.Si, Ph.D The purpose of this research are: 1) to know influential positive and significant brand image toward purchase decision smartphone Apple, 2) to know influential positive and significant price toward purchase decision smartphone Apple, 3) to know influential positive and significant product quality toward purchase decision smartphone Apple, 4) to know influential positive and significant social factor toward purchase decision smartphone Apple. Object of the research consist of 200 respondent that already use smartphone Apple. The result of descriptive test shows;1) the significant influence of brand image toward purchase decision smartphone Apple 19.4 %, 2) the significant influence of price toward purchase decision smartphone Apple 18.3 %, 3) the significant influence of product quality toward purchase decision smartphone Apple 15.7 % and 4) the significant influence of social factor toward purchase decision smartphone Apple 19.7 % Keywords: purchase decision, brand image, price, product quality, social factor, and smartphone Apple

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Setyo Ferry Wibowo, SE, M.Si ., Pembimbing II: Usep Suhud, M.Si, Ph.D
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Layanan Kantor (Office Services)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Hubungan Masyarakat (Public Relations)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 22 Jan 2018 06:22
Last Modified: 22 Jan 2018 06:22
URI: http://repository.fe.unj.ac.id/id/eprint/2699

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