Pengaruh kualitas produk , kualitas pesan iklan dan citra merek terhadap keputusan pembelian smartphone samsung di counter samsung marina Surabaya

Utomo, Saffanah Kasih Putri (2022) Pengaruh kualitas produk , kualitas pesan iklan dan citra merek terhadap keputusan pembelian smartphone samsung di counter samsung marina Surabaya. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, kualitas pesan iklan, dan citra merek terhadap keputusan pembelian smartphone Samsung di Counter Samsung Plaza Marina Surabaya. Populasi dalam penelitian ini adalah konsumen yang pernah melihat iklan smartphone Samsung, konsumen yang pernah menggunakan smartphone Samsung, dan konsumen yang pernah melakukan pembelian smartphone Samsung. Penelitian ini menggunakan responden sebanyak 85 responden. Teknik pengambilan sampel menggunakan teknik non-probability sampling yaitu dengan teknik purposive sampling. Teknik analisis data menggunakan teknik analisis regresi linear berganda. Hasil uji hipotesis menunjukan bahwa variabel kualitas produk dan kualitas pesan iklan berpengaruh positif terhadap keputusan pembelian smartphone Samsung di Counter Samsung Plaza Marina Surabaya. Sedangkan variabel citra merek tidak berpengaruh positif terhadap keputusan pembelian smartphone Samsung di Counter Samsung Plaza Marina Surabaya. Kata Kunci: Kualitas Produk, Kualitas Pesan Iklan, Citra Merek, Keputusan Pembelian ABSTRACT This study aims to analyze the effect of product quality, advertising message quality, and brand image on purchasing decisions for Samsung smartphones at the Counter Samsung Plaza Marina Surabaya. The population in this study are consumers who have seen Samsung smartphone advertisements, consumers who have used Samsung smartphones, and consumers who have purchased Samsung smartphones. This study used 85 respondents. The sampling technique used was a non-probability sampling technique, namely the purposive sampling technique. The data analysis technique used multiple linear regression analysis techniques. The results of the hypothesis test show that the product quality and advertising message quality have a positive effect on purchasing decisions for Samsung smartphones at the Counter Samsung Plaza Marina Surabaya. While the brand image variable does not have a positive effect on purchasing decisions for Samsung smartphones at the Counter Samsung Plaza Marina Surabaya. Keywords: Product Quality, Advertising Message Quality, Brand Image, Buying Decision

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	Kata Kunci: Kualitas Produk, Kualitas Pesan Iklan, Citra Merek, Keputusan Pembelian Keywords: Product Quality, Advertising Message Quality, Brand Image, Buying Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Saffanah Kasih Putri Utomo
Date Deposited:	05 Apr 2022 02:26
Last Modified:	05 Apr 2022 02:26
URI:	http://erepository.uwks.ac.id/id/eprint/11286

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