ANDRIANI, MAUDY RAGILIA (2020) PENGARUH CITRA MEREK, KESADARAN MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE PADA MAHASISWA DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.
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Abstract
MAUDY RAGILIA, The Influence of Brand Image, Brand Awareness, and Product Quality on Purchasing Decisions on Iphone Smartphones in Students in Jakarta. The purpose of this study was to determine the relationship between brand image, brand awareness, and product quality on iPhone smartphone purchasing decisions among students in Jakarta. This research was conducted in Jakarta, for six months from January to June 2020. The research method that researchers used was a survey method with a correlational approach, the population used was iPhone smartphone consumers among students in Jakarta. The sampling technique used was purposive sampling of 202 people. The resulting regression equation is Ŷ = 22.572 + 0.093 X1 + 0.895 X2 + 0.082 X3. The analysis requirements test is the normality test using the Kolmogrov-Smirnov test with a significance level (α) = 5% or 0.05 and produces a significance level of Y with a value of 0.055, X1 is 0.53, X2 is 0.200, and X3 is 0.058. It is concluded that the data is normally distributed and can be used in further analysis. The regression linearity test of Y on X1, Y on X2, and Y on X3 resulted in a significance value on linearity, namely 0.000 <0.05, so it can be concluded that it has a linear relationship. Then proceed with the t test and produce Y on X1 tcount = 2.976 and ttable = 1.65259, Y on X2 tcount = 31.265 and ttable = 1.65259, Y on X3 tcount = 3,314 and ttable = 1.65259. The correlation coefficient value between brand image (X1) and purchase decision (Y) is 0.588, brand awareness (X2) and purchase decision (Y) is 0.941, and product quality (X3) and purchase decision (Y) is 0.314. So there is a positive and significant relationship between brand image and purchasing decisions. Likewise, brand awareness of purchasing decisions produces a positive relationship. There is also a positive and significant relationship between product quality and purchasing decisions. Thus it can be concluded that there is a positive and significant relationship between brand image, brand awareness, and product quality on purchasing decisions. The coefficient of Y determination on X1, X2, X3 obtained is 0.896 which indicates that 89.6% of the purchasing decision variable is influenced by brand image, brand awareness , and product quality while the other 10.4% is influenced by other variables. Keywords: Purchase Decision, Brand Image, Brand Awareness, Product Quality
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