Pengaruh Price, Quality Product Dan Brand Image Terhadap Purchasing Decision Smartphone Xiaomi Di Kota Bogor

Wiguna, Agung Pratama (2022) Pengaruh Price, Quality Product Dan Brand Image Terhadap Purchasing Decision Smartphone Xiaomi Di Kota Bogor. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PENGARUH PRICE, QUALITY PRODUCT DAN BRAND IMAGE TERHADAP PURCHASING DECISION SMARTPHONE XIAOMI DI KOTA BOGOR (132 Halaman ;8 gambar, 26 tabel, 6 lampiran) Pada penelitian ini meneliti mengenai perusahan xiaomi dengan memiliki tujuan penulisan yakni: Untuk mengetahui apakah price memiliki pengaruh positif terhadap purchasing decision, untuk mengetahui apakah qualiy product memiliki pengaruh positif terhadap purchasing decision, untuk mengetahui apakah brand image memiliki pengaruh positif terhadap purchasing decision. Perusahaan handphone dengan Brand Xiaomi telah melauching smartphone pertamanya pada tahun 2011, selanjutnya ditahun 2019 perusahaan Xiaomi menjadi sebuah perusahaan yang mana merupakan produsen smartphone terbesar nomor empat didunia. Pada Perusahaan xiaomi menentukan harga melihat dari kualitas produk dan jasa yang mereka tawarkan. sebuah Brand image dari sebuah perusahaan ditentukan oleh kualitas juga layanan yang mereka berikan kepada pelangganya. perusahan Xiaomi sendiri merupakan salah satu perusahaan smartphone yang memiliki kelebihan yakni menjual smartphone dengan harga yang relatif murah dengan demikian akan dengan mudah untuk menarik pelanggan dari semua kalangan. Berdasarkan hal tersebut maka peneliti tertarik untuk melakukan analisis lebih jauh terkait pengaruh harga, kualitas produk, dan brand image terhadap keputusan pembelian terhadap smartphone xiaomi di kota bogor. pada penelitian ini menggunakan data primer yang didapatkan dari penelitian sebelumnya serta penelitian ini dilakukan secara langsung di lapangan. Metode yang digunakan ialah metode kuantitatif didalam studi ini guna untuk mengukur data secara sistematis. Pada penelitian ini menggunakan kusioner elektronik yang disebar melalui Google Forms yang selanjutnya akan diisi oleh responden dan merupakan data yang digunakan dalam penelitian ini. Penulis menentukan beberapa kriteria dalam menentukan responden yaitu: pengguna smartphone xiaomi,berdomisili bogor dan mahasiswa di kota bogor. Total responden pada penelitian ini adalah 195 responden yang kemudian dijadikan sampel penelitian. Teknik pengumpulan data dari penelitian ini adalah purposive sampling. Hasil dari penelitian ini ditemukan bahwa : price memiliki pengaruh positif terhadap purchasing decision didukung dengan 0,245 satuan, quality product memiliki pengaruh positif terhadap purchasing decision tidak didukung dengan 0,033 satuan, brand image memiliki pengaruh positif terhadap purchasing decision didukung dengan 0,137 satuan. Jadi penelitian ini memiliki 2 hipotesis didukung dan 1 tidak didukung. Kata Kunci : Price, Quality Product,Brand Image dan Purchasing decision / ANALYSIS OF THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY AND PRICE PERCEPTION ON PURCHASE DECISION OF SMARTPHONE XIAOMI IN BOGOR CITY (132 pages; 8 pictures, 26 tables, 6 attachments) This study examines the xiaomi company with the purpose of writing, namely: To find out whether price has a positive influence on purchasing decisions, to find out whether product quality has a positive influence on purchasing decisions, to find out whether brand image has a positive influence on purchasing decisions. The mobile phone company with the Xiaomi brand has launched its first smartphone in 2011, then in 2019 the Xiaomi company became a company which is the fourth largest smartphone manufacturer in the world. The xiaomi company determines the price based on the quality of the products and services they offer. A brand image of a company is determined by the quality and service they provide to their customers. The Xiaomi company itself is one of the smartphone companies that has the advantage of selling smartphones at relatively cheap prices so that it will be easy to attract customers from all walks of life. Based on this, the researchers are interested in conducting further analysis related to the influence of price, product quality, and brand image on purchasing decisions on Xiaomi smartphones in the city of Bogor. in this study using primary data obtained from previous studies and this research was carried out directly in the field. The method used is a quantitative method in this study in order to measure the data systematically. In this study, an electronic questionnaire was used which was distributed through Google Forms which would then be filled in by the respondents and constituted the data used in this study. The author determines several criteria in determining the respondents, namely: Xiaomi smartphone users, domiciled in Bogor and students in the city of Bogor. The total respondents in this study were 195 respondents who were then used as research samples. The data collection technique of this research is purposive sampling. The results of this study found that: price has a positive influence on purchasing decisions supported by 0.245 units, product quality has a positive influence on purchasing decisions not supported by 0.033 units, brand image has a positive influence on purchasing decisions supported by 0.137 units. So this study has 2 supported and 1 unsupported hypotheses. Keywords: Price, Quality Product, Brand Image and Purchasing Decision

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Wiguna, Agung Pratama00000023336agungwiguna77@yahoo.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorHariandja, Evo Sampetua0324056501evo.hariandja@uph.edu
Thesis advisorWuisan, Dewi Sri Surya0431107004dewi.wuisan@uph.edu
Thesis advisorMeranga, Isana S.C0331126905isana.meranga@uph.edu
Uncontrolled Keywords: Price, Quality Product,Brand Image dan Purchasing decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Agung Pratama Wiguna
Date Deposited: 01 Jul 2022 07:09
Last Modified: 04 Jul 2022 05:25
URI: http://repository.uph.edu/id/eprint/48288

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