title: PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI  KUALITAS, LOYALITAS MEREK, COUNTRY OF ORIGIN, DAN  PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN  (Studi pada Mahasiswa Jurusan Ilmu Komputer Angkatan  2013-2017 Universitas Lampung dalam Memilih Laptop)
creator: Ferlina Sari, 1416051040
subject:  
description: Penelitian ini bertujuan untuk meneliti pengaruh kesadaran merek, asosiasi  merek, persepsi kualitas, country of origin dan product quality terhadap  keputusan pembelian produk laptop di Jurusan Ilmu Komputer Universitas  Lampung. Penelitian ini berjenis explanatory research dengan jumlah sampel  sebanyak 87 responden. Teknik pengambilan sampel pada penelitian ini  menggunakan metode nonprobability sampling dengan jenis purposive sampling  yang diambil menggunakan kuesioner. Hasil data penelitian di uji dengan alat  SPSS (Statistical Package for the Social Sciences) versi 16.0. Hasil penelitian ini  menunjukkan bahwa variabel kesadaran merek, asosiasi merek, loyalitas merek  dan country of origin tidak berpengaruh terhadap keputusan pembelian,  sedangkan variabel persepsi kualitas berpengaruh signifikan terhadap keputusan  pembelian dan variabel product quality berpengaruh secara negatif dan signifikan  terhadap keputusan pembelian.  Kata Kunci: kesadaran merek, asosiasi merek, persepsi kualitas, loyalitas  merek,country of origin, product quality, keputusan pembelian.      This study was aimed to find out the effect of brand awareness, brand  association, perceived quality, country of origin and product quality on purchase  decisions of laptop products in Computer Science Department of lampung  university. This study was an explanatory research type with total sample were 87  respondents. The sampling technique in this study was nonprobability sampling  method with purposive sampling type which was taken by using a questionnaire.  The results of the study the data were tested by using SPSS (Statistical Package  for the Social Sciences) version 16.0. The results showed that the variable is  brand awareness, brand loyalty, brand association and country of origin did not  influence purchase decisions, on the other hand quality perception variabel  significantly influenced purchase decisions and product quality variables had a  negative and significant effect towards the purchasedecision.  Keywords: brand awareness, brand association, perceived quality, brand loyalty,  country of origin, product quality, purchasing decisions.
publisher: Fakultas Ilmu Sosial dan Ilmu Politik
date: 2019-04-18
type: Skripsi
type: NonPeerReviewed
format: text
identifier: http://digilib.unila.ac.id/55658/1/ABSTRAK.pdf
format: text
identifier: http://digilib.unila.ac.id/55658/2/SKRIPSI%20FULL.pdf
format: text
identifier: http://digilib.unila.ac.id/55658/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf
identifier:   Ferlina Sari, 1416051040  (2019) PENGARUH KESADARAN MEREK, ASOSIASI MEREK, PERSEPSI KUALITAS, LOYALITAS MEREK, COUNTRY OF ORIGIN, DAN PRODUCT QUALITY TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Mahasiswa Jurusan Ilmu Komputer Angkatan 2013-2017 Universitas Lampung dalam Memilih Laptop).  Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Lampung.     
relation: http://digilib.unila.ac.id/55658/