PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP MINAT BELI WATERPROOF SMARTPHONE PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA

Rahayu, Sri (2015) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP MINAT BELI WATERPROOF SMARTPHONE PADA MAHASISWA UNIVERSITAS NEGERI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

SRI RAHAYU.The Influence of Brand Image, Price and Quality Product Towards Purchase Intention Waterproof Smartphone among Students at State University of Jakarta. Thesis. Jakarta: Study Program of Commerce Education, Economic And Administration Department, Economic Faculty, State University of Jakarta. Juni 2015. This study is aimed at obtaining valid and factual informationand knowledge about influence of Brand Image, Price and Quality Product Towards Purchase Intention Waterproof Smartphone among Students at State University of Jakarta. The period of this research was five months since February 2015 until June 2015. This study employs survey method with quantitative approach independent variable in the study are brand image, price, and quality product. The dependent variable is purchase Intention. The population in this study were all of the students at Faculty of Economics State University of Jakarta. The sample used in this study is 238 respondents. First Step for statistical computation of this study are basic and classic assumption test. Basic assumption with using normality and linearity test. Classic assumption with multikolinearity and heterocedacity test. The result data were distributed normal based on Smirnov- Kolomogrof tabel with signification over 0.05 and linear with scatterplot. Data is not having multikolinearity and heterocedacity problem too from each variable. From the calculation results obtained by linear regression equation Ŷ = 10.633 + 0.785X1 (Brand Image), Ŷ = 17.529 + 0.556X2 (Price), Ŷ = 13.195 + 0.535X3 (Quality Product). Based on t-test, tcount brand image (13.374)>ttable (1.970) and 0.000 sig <5%. So that, decision that can be taken is accept H1. The value of tcount price (9.190) >ttable (1.970) and 0.000 sig <5%. The decision that can be taken is accept H2. And the value of tcount quality product (13.533) >ttable (1970) and 0.000 sig <5%. The decision that can be taken is accept H3. From each variables means that brand image, price and quality product are significantly influence purchase intention waterproof smartphone. Furthermore, from each variable, brand image 43.1 %, price 26.4%, and quality product 43,7 % have influence purchase intention also in partial form.

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