PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO PADA MAHASISWA STIE MALANGKUÇEÇWARA MALANG

Slamet, Muhammad (2017) PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO PADA MAHASISWA STIE MALANGKUÇEÇWARA MALANG. Other thesis, STIE MALANGKUCECWARA.

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2. Abstrak.pdf
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3. Lembar Pengesahan.pdf
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4. Pernyataan Orisinilitas.pdf
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5. Riwayat Hidup.pdf
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6. Kata Pengantar.pdf
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7. Daftar Isi.pdf
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8. Daftar Tabel.pdf
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9. Daftar Lampiran.pdf
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11. Bab II Tinjauan Pustaka.pdf
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10. Bab I Pendahuluan.pdf
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12. Bab III Metode Penelitian.pdf
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13. Bab IV Hasil Penelitian & Pembahasan.pdf
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14. Bab V Penutup.pdf
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Abstract

i Abstaksi Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk dan promosi terhadap keputusan pembelian pada produk smartphone OPPO. Data yang digunakan bersumber dari mahasiswa STIE Malangkucecwara yang menggunakan smartphone OPPO dengan menggunakan metode nonprobability sampling dalam pemilihan responden. Jumlah sampel 44 mahasiswa STIE Malangkucecwara Malang. Metode pengelolaan data menggunakan analisis regresi berganda. Hasil penilitian ini secara parsial menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian sebesar 2,337 atau 233.7%, dan promosi tidak berpengaruh signifikan terhadap keputusan pembelian sebesar 0,669 atau 66,9%. Secara simultan kualitas produk dan promosi berpengaruh signifikan terhadap keputusan pembelian sebesar 613,3% dan sisanya 386,7% dipengaruhi oleh faktor lain yang tidak termasuk dalam analisis regresi ini. Kata Kunci : Kualitas Produk, Promosi, Keputusan Pembelian Abstraction This study aims to analyze the effect of product quality and promotion of purchasing decisions on OPPO smartphone products. The data used is sourced from STIE Malangkucecwara students who use OPPO smartphone using nonprobability sampling method in respondent selection. Number of samples 44 students STIE Malangkucecwara Malang. Data management methods use multiple regression analysis. The results of this research partially indicate that product quality significantly influence purchasing decisions of 2.337 or 233.7%, and promotion has no significant effect on purchasing decisions of 0.669 or 66.9%. Simultaneously product quality and promotion have significant effect to purchasing decision equal to 613,3% and the rest 386,7% influenced by other factor not included in this regression analysis. Keywords : Product Quality, Promotion, Purchase Decision “PENGARUH KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO PADA MAHASISWA STIE MALANGKUCECWARA MALANG” Author: Muhammad Slamet NPK: K.2013.5.32501

Item Type: Thesis (Other)
Uncontrolled Keywords: Kualitas Produk, Promosi, Keputusan Pembelian
Subjects: Manajemen Pemasaran > Keputusan Pembelian
Depositing User: Library STIE MCE
Date Deposited: 02 Jul 2020 01:55
Last Modified: 10 Feb 2021 03:51
URI: http://repository.stie-mce.ac.id/id/eprint/663

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