INFLUENCEOF PRODUCT QUALITY, BRAND IMAGE, AND PRICE PERCEPTION TO BUYING INTENTION ON SMARTPHONE NOKIA X SERIES (STUDY OF CASE ON VISITOR AT JAMBU DUA MALL BOGOR )

AMINUDIN, TAUCHID (2016) INFLUENCEOF PRODUCT QUALITY, BRAND IMAGE, AND PRICE PERCEPTION TO BUYING INTENTION ON SMARTPHONE NOKIA X SERIES (STUDY OF CASE ON VISITOR AT JAMBU DUA MALL BOGOR ). S1 thesis, Universitas Negeri Jakarta.

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Abstract

INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND PRICE PERCEPTION OF BUYING INTENTION ON SMARTPHONE NOKIA X SERIES (Case Study for Visitor at Jambu Dua Mall Bogor) ABSTRACT Growth rate cell phone users in this world is currently has soared, all among of various groups economic, social status, and the days of different made cell phone as basic needs in supporting all activities in daily activities, that made business cell phone be favorable business at the moment.Indonesia the state with a kind of population adaptive and have affected by the era of globalization, become one of the target for many brand cell phone in this world in introducing and sell its products. First the cell phone market in Indonesia led by branded Nokia cell phone is 10 years , Nokia be used as the dominant choice for the cell phone as a brand that must be purchased , because believed likely the quality of their products , as well as the image of a brand that has been attached to mindset the community , as well as Nokia released various kinds of choice type of the cheapest up to the sixteenth to capture all levels of society in Indonesia .But now the people in Indonesia has been made not brand Nokia as a top brand in the business of the cell phone.A brand of newcomer the state of China and Korea who is now more desirable by the people in Indonesia. This research the influence of quality products , brand image , and perception of prices ( dependent variable of interest in buying ( of variable independent ) to the smartphone Nokia x series sold in Indonesia. Design this research using conclusive research design consisting of descriptive research , and explanatory research .Methods used is the method survey , to the cross-section study. Measuring scale use likert scale , place research at Jambu Dua Mall Bogor with a kind of the population subjects infinite to the determination of the sample for 150 using formulas roscoe. The method of analysis use SPSS by instumenttest, test the assumption , analysis of liniear multiple , and the hypothesis. Keywords : product quality , brand image , prices perception , buying interest , mobile phones, smartphone, Bogor, Indonesia.

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