Pengaruh ekuitas merek, harga, dan kualitas produk terhadap keputusan pembelian konsumen produk smartphone Oppo (studi kasus seluruh pengguna smartphone Oppo di Kota Yogyakarta)

Hidayat, Rahmat (2023) Pengaruh ekuitas merek, harga, dan kualitas produk terhadap keputusan pembelian konsumen produk smartphone Oppo (studi kasus seluruh pengguna smartphone Oppo di Kota Yogyakarta). S1 thesis, Universitas Ahmad Dahlan.

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Abstract

This study aims to "analyze brand equity, price, and product quality on purchasing decisions for Oppo smartphone users. The population in this study are people who use Oppo smartphones in Yogyakarta City. The sample in the study was 100 respondents. This research uses a quantitative approach. The data collection method uses a questionnaire that has been
tested for validity and reliability. The data analysis technique used to answer the hypothesis is multiple linear regression T test and F test.
The results of this study indicate that brand equity has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions and brand equity, price, and product quality have a significant effect on purchasing decisions simultaneously. The R square value of 0,834 indicates that the ability of the independent variables to explain the variation in the dependent variable is 83.4% and the remaining 16.6% is explained by variables outside the research model."

Item Type:	Thesis (S1)
Keyword:	Ekuitas merek, harga, kualitas produk, keputusan pembelian
Subjects:	H Social Sciences > HC Economic History and Conditions T Technology > T Technology (General)
Divisi / Prodi:	Faculty of Economics (Fakultas Ekonomi) > S1-Management (S1 Manajemen)
Depositing User:	userperpus4 userperpus4
Date Deposited:	06 Jul 2024 01:13
Last Modified:	06 Jul 2024 01:13
URI:	http://eprints.uad.ac.id/id/eprint/65113

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