PENGARUH CITRA MEREK, HARGA, DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE MEREK LENOVO: Studi Pada Warga Kelurahan Ciganjur Jakarta Selatan
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Institusion

Universitas Pembangunan Nasional Veteran Jakarta

Author

Riyan Wahyu Pratama, -

Subject

HC Economic History and Conditions 

Datestamp

2019-04-18 01:55:07 

Abstract :
This research is a quantitative research that aims to determine the effect of brand image, price and sales promotion on purchasing decisions of Lenovo brand smartphones. The population in this study is the community of Ciganjur Urban Village, South Jakarta. The sample size was taken as many as 75 respondents, with non probability sampling method, especially purposive sampling. Data collection is done through questionnaires. The analytical tool used is using the method of PLS (Partial Least Square) analysis. The results of this study indicate that (1) brand image has no significant effect on purchasing decisions with path coefficient values of -0.310. (2) Price has a significant effect on purchasing decisions with a coefficient of 0.441. (3) sales promotion has a significant effect on purchasing decisions with a coefficient of 0.762. 

File :
AWAL.pdf
ABSTRAK.pdf
artikel_skripsi_riyan_wahyu _pratama.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
DAFTAR PUSTAKA.pdf
RIWAYAT HIDUP.pdf
LAMPIRAN.pdf