PENGARUH HARGA JUAL DAN CITRA MEREK PADA KEPUTUSAN PEMBELIAN PONSEL PINTAR MEREK APPLE iPHONE DI BANDAR LAMPUNG

CALIESTA ALI PITO HARLAT, 1321011009 (2016) PENGARUH HARGA JUAL DAN CITRA MEREK PADA KEPUTUSAN PEMBELIAN PONSEL PINTAR MEREK APPLE iPHONE DI BANDAR LAMPUNG. Masters thesis, UNIVERSITAS LAMPUNG.

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Abstrak

ABSTRAK Kehidupan masyarakat modern saat ini mempengaruhi pola perilaku masyarakat dalam pembelian. Kehidupan modern seringkali diidentikkan dengan gaya hidup yang selalu mengikuti trend atau perkembangan jaman. Dalam kondisi seperti ini, keputusan pembelian dipengaruhi oleh Harga Jual dan Citra merek produk. Masalah dalam penelitian ini adalah apakah Citra Merek dan Harga Jual berpengaruh terhadap keputusan pembelian masyarakat di Bandar lampung. Selain itu adanya persaingan produk-produk sejenis seperti Android dari perusahaan Samsung, Lenovo, Oppo dan Xiaomi dari produsen perusahan yang juga menawarkan kualitas produk yang baik dalam rangka meningkatkan penjualan produk pada konsumen. Tujuan penelitian adalah untuk mengetahui Pengaruh harga jual dan citra merek pada keputusan pembelian ponsel pintar merek Apple iPhone di Bandar Lampung. Jenis penelitian ini penelitian pustaka dan penelitian lapangan, dengan mengambil sampel 100 orang konsumen Apple iPhone di Bandar Lampung. Pengumpulan data dilakukan dengan kuisioner dan dokumentasi, selanjutnya data dianalisis dengan secara statistik regresi linier ganda. Berdasarkan hasil penelitian maka dapat disimpulkan bahwa hipotesis penelitian ini diterima, dengan uraian: Harga Jual dan Citra Merek berpengaruh negatif dan positif serta signifikan secara simultan terhadap keputusan pembelian ponsel pintar merek Apple iPhone di Bandar Lampung. Dibuktikan dengan hasil uji F dimana Nilai F hitung variabel Harga Jual dan Citra Merek sebesar 61,800>3.09 t Tabel. Hal ini berarti variabel Harga Jual dan Citra Merek memiliki pengaruh yang negatif dan positif serta signifikan secara simultan terhadap keputusan pembelian ponsel pintar merek Apple iPhone di Bandar Lampung Kata Kunci : Harga jual, Citra Merek, Keputusan Pembelian ABSTRACT Life in modern society affects people's behavior in purchasing patterns. Modern life is frequently equated by lifestyle which always follow the current trend accordingly. In this situation, the decision of purchasing is affected by Perceived price and Brand image of the Purchase decisions. The research objective is to determine the significant influence of brand image and perceived price toward consumer purchase decisions in Bandar Lampung. Furthermore, iPhone smartphone by Apple had been quite well known as consumer sometimes compare it with Android smartphone by others company such as Samsung, Lenovo, Oppo and Xiaomi that also offer good quality products in order to increase their sales to consumers. This research aims to determine the significant influence of brand image and perceived price toward consumer purchase decisions on iPhone Smartphone by Apple in Bandar Lampung. This research is a quantitative method since using multiple regression as a tool analyse the data with a multi-method research strategy included case study and field research approach. Data were collected from documentary evidence and 100 questionnaires that distributed to iPhone by Apple smartphone’s users in Bandar Lampung. Based on the result of this research it can be concluded that the hypotesis is accepted, which is : The result shows there was negative and positive significant effect of the perceived price and brand image simultaneously toward consumer purchase decisions on iPhone smartphone by Apple in Bandar Lampung, as evidenced by the F-test result which is F-value from perceived price variable and brand image variable is 61,800>3.09 t-Table. This meansperceived price and brand image variable have negative and positive influence significant simultaneous toward consumer purchase decisions on iPhone smartphone by Apple in Bandar Lampung. Keywords : Perceived Price, Brand Image, Purchase Decisions

Tipe Karya Ilmiah: Tesis (Masters)
Subyek: H Ilmu Sosial = Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Ilmu Sosial = Social Sciences > HE Transportation and Communications
H Ilmu Sosial = Social Sciences > HF Commerce
Program Studi: Fakultas Ekonomi dan Bisnis > Magister Manajemen S2
Depositing User: 2329102 . Digilib
Date Deposited: 20 Jan 2017 08:14
Last Modified: 20 Jan 2017 08:14
URI: http://digilib.unila.ac.id/id/eprint/25002

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