Ni'am, M. Atammun (2018) Analisis pengaruh citra merek dan persepsi harga terhadap keputusan pembelian smartphone Xiaomi: Studi pada mahasiswa Fakultas Ekonomi Universitas Islam Negeri Maulana Malik Ibrahim Malang. Undergraduate thesis, Universitas Islam Negeri Maulana Malik Ibrahim.
|
Text (Fulltext)
13510021.pdf - Accepted Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (2MB) | Preview |
Abstract
INDONESIA:
Tujuan penelitian ini untuk mengetahui: (1) pengaruh citra merek (X1) dan persepsi harga (X2) secara simultan terhadap keputusan pembelian smartphone xiaomi, (2) pengaruh citra merek (X1) dan persepsi harga (X2) secara parsial terhadap keputusan pembelian smartphone xiaomi, (3) pengaruh persepsi harga (X2) secara dominan terhadap keputusan pembelian smartphone xiaomi.
Jenis penelitian menggunakan metode kuantitatif. Data primer diperoleh melalui penyebaran kuisioner. Sampel dalam penelitian adalah mahasiswa Fakultas Ekonomi Universitas Islam Negeri Malang. Teknik analisis data menggunakan uji regresi linier berganda.
Hasil penelitian ini mununjukan: (1) bahwa Pengujian hipotesis secara simultan menghasilkan nilai F hitung sebesar 22.298 dengan probabilitas sebesar 0.000. Hasil pengujian tersebut menunjukkan probabilitas <level of significance (a=5%). Hal ini berarti terdapat pengaruh signifikan secara simultan (bersama-sama) citra merek dan persepsi harga terhadap keputusan pembelian. (2) secara parsial citra merek menghasilkan nilai t hitung sebesar 0.683 dengan probabilitas sebesar 0.496. Hasil pengujian tersebut menunjukkan probabilitas> level of significance (a=5%). Hal ini berarti tidak terdapat pengaruh yang signifikan citra merek terhadap keputusan pembelian. Sedangkan persepsi harga menghasilkan nilai t hitung sebesar 6.475 dengan probabilitas sebesar 0.000. Hasil pengujian tersebut menunjukkan probabilitas <level of significance (a=5%). Hal ini berarti terdapat pengaruh yang signifikan persepsi harga terhadap keputusan pembelian. (3) pengaruh secara dominan, bahwa variabel yang memiliki koefisien estándar disasiter besar adalah variabel persepsi harga sebesar 0.554. Dengan demikian persepsi harga memiliki pengaruh yang paling dominan terhadap keputusan pembelian.
ENGLISH:
This study aims to identify: (1) effect of brand image (X1) and perception of price (X2) simultaneously towards buying decision on smartphone Xiaomi, (2) effect of brand image (X1) and perception of price (X2) partially towards buying decision on smartphone Xiaomi, (3) effect of perception of price (X2) predominantly towards buying decision on smartphone Xiaomi.
The research was classified as quantitative research. The primer data was obtained from questionnaire. The samples were the students at Faculty of Economics, Universitas Islam Negeri Maulana Malik Ibrahim Malang. Analysis technique was the multiple linear regression tests.
The result showed that: (1) simultaneously hypothesis testing created F calculated value 22.298 under the probability 0.000. The test result showed the probability <level of significance (a=5%). The result significantly did not influence simultaneously (together) the brand image and the perception of price towards buying decision. (2) partially the brand image produced T calculated value 0.683 with the probability 0.496. The test result appeared the probability > level of significance (a=5%). This result meant that there was no significantly the effect on the brand image towards buying decision. While the perception of price produced T calculated value 6.475 under the probability 0.000. The test result showed the probability <level of significance (a=5%)>. This result meant that there was significant effect on the perception of price towards buying decision. (3) dominant effect, that variable with a standard coefficient of large disaster was variable of perception of price in 0.554. It can be concluded that the perception of price had the most dominant influence towards the buying decision.
Item Type: | Thesis (Undergraduate) | ||||||
---|---|---|---|---|---|---|---|
Supervisor: | Hasan, Irmayanti | ||||||
Contributors: |
|
||||||
Keywords: | citra merek; persepsi harga; keputusan pembelian; brand image; perception of price; buying decision | ||||||
Departement: | Fakultas Ekonomi > Jurusan Manajemen | ||||||
Depositing User: | Dian Anesti | ||||||
Date Deposited: | 13 Mar 2019 10:00 | ||||||
Last Modified: | 20 Aug 2024 10:15 | ||||||
URI: | http://etheses.uin-malang.ac.id/id/eprint/13178 |
Downloads
Downloads per month over past year
Actions (login required)
![]() |
View Item |