HUBUNGAN ANTARA KUALITAS PRODUK, CITRA MEREK DAN LOKASI DENGAN KEPUTUSAN PEMBELIAN PADA SMARTPHONE XIAOMI
(Studi Kasus Pada Masyarakat Pondok Kopi Jak-Tim)
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
BEKTI PRASETIO, MIKHAEL
Subject
Manajemen Pemasaran
Datestamp
2021-11-30 06:50:29
Abstract :
This study aims to determine The Relationship Between Product Quality, Brand Image and Location with Consumer Buying Decision on Smartphone Xiaomi. The method used in this research is survey research. The population in this research is all society which uses Smartphone Xiaomi in Pondok Kopi Jak-Tim. The sample in this research is 97 respondent. The analysis tool used is the analysis of partial and multiple correlation coefficient. The results of the research partial that variable Product Quality (X1) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,579. The variable Brand Image (X2) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,678. The variable Location (X3) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,619. The results of the research multiple that variable Product Quality (X1), Brand Image (X2) and Location (X3) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,733. The variable Brand Image (X2) is the most dominant factor in terms of Buying Decision (Y) on Smartphone Xiaomi in Pondok Kopi Jak-Tim. Keywords: Product Quality, Brand Image, Location, Buying Decision
This study aims to determine The Relationship Between Product Quality, Brand Image and Location with Consumer Buying Decision on Smartphone Xiaomi. The method used in this research is survey research. The population in this research is all society which uses Smartphone Xiaomi in Pondok Kopi Jak-Tim. The sample in this research is 97 respondent. The analysis tool used is the analysis of partial and multiple correlation coefficient. The results of the research partial that variable Product Quality (X1) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,579. The variable Brand Image (X2) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,678. The variable Location (X3) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,619. The results of the research multiple that variable Product Quality (X1), Brand Image (X2) and Location (X3) there is a strong relationship to Buying Decision (Y) with a coefficient value of 0,733. The variable Brand Image (X2) is the most dominant factor in terms of Buying Decision (Y) on Smartphone Xiaomi in Pondok Kopi Jak-Tim. Keywords: Product Quality, Brand Image, Location, Buying Decision
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
