PENGARUH CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK APPLE IPHONE PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA
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Institusion
Universitas Negeri Jakarta
Author
MIVTA SATRIA FERNANDA, .
Subject
Manajemen Pemasaran
Datestamp
2020-09-09 22:13:37
Abstract :
ABSTRAK Mivta Satria Fernanda. 2020. 1702517032. Judul Karya Ilmiah ?Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Apple iPhone (Studi kasus pada Mahasiswa/i Fakultas Ekonomi Universitas Negeri Jakarta)? Program Studi DIII Manajemen Pemasaran Fakultas Ekonomi Universita Negeri Jakarta. Penelitian ini bertujuan untuk mengetahui gambaran citra merek dan keputusan pembelian serta mengetahui ada atau tidaknya pengaruh citra merek terhadap keputusan pembelian produk Apple iPhone. Pada penelitian ini data diperoleh melalui penyebaran kuisioner secara online. Sampel yang digunakan sebanyak 114 responden yang pernah membeli dan memiliki Apple iPhone. Hasil dari penelitian ini variabel citra merek berpengruh posotif terhadap keputusan pembelian. ABSTRAC Mivta Satria Fernanda. 2020. 1702517032. Title of Scientific Work "The Effect of Brand Image on Purchasing Decisions of Apple iPhone Products (Case Study on Students of the Faculty of Economics, Jakarta State University)" DIII Study Program of Marketing Management at the Faculty of Economics, State University of Jakarta. This study aims to determine the image of the brand image and purchasing decisions as well as determine the presence or absence of brand image influence on purchasing decisions for Apple iPhone products. In this study data were obtained through distributing questionnaires online. The sample used was as many 114 respondents who had bought and owned an Apple iPhone. The results of this study brand image variables have positive influence on purchasing decisions.
ABSTRAK Mivta Satria Fernanda. 2020. 1702517032. Judul Karya Ilmiah ?Pengaruh Citra Merek Terhadap Keputusan Pembelian Produk Apple iPhone (Studi kasus pada Mahasiswa/i Fakultas Ekonomi Universitas Negeri Jakarta)? Program Studi DIII Manajemen Pemasaran Fakultas Ekonomi Universita Negeri Jakarta. Penelitian ini bertujuan untuk mengetahui gambaran citra merek dan keputusan pembelian serta mengetahui ada atau tidaknya pengaruh citra merek terhadap keputusan pembelian produk Apple iPhone. Pada penelitian ini data diperoleh melalui penyebaran kuisioner secara online. Sampel yang digunakan sebanyak 114 responden yang pernah membeli dan memiliki Apple iPhone. Hasil dari penelitian ini variabel citra merek berpengruh posotif terhadap keputusan pembelian. ABSTRAC Mivta Satria Fernanda. 2020. 1702517032. Title of Scientific Work "The Effect of Brand Image on Purchasing Decisions of Apple iPhone Products (Case Study on Students of the Faculty of Economics, Jakarta State University)" DIII Study Program of Marketing Management at the Faculty of Economics, State University of Jakarta. This study aims to determine the image of the brand image and purchasing decisions as well as determine the presence or absence of brand image influence on purchasing decisions for Apple iPhone products. In this study data were obtained through distributing questionnaires online. The sample used was as many 114 respondents who had bought and owned an Apple iPhone. The results of this study brand image variables have positive influence on purchasing decisions.
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