PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE DI KOTA PALEMBANG

IZULKHAQ, AHMAD RAFLY and Mavilinda, Hera Febria (2024) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Marketing is about identifying and meeting human and social needs. One of the best and shortest definitions of marketing is “meeting needs profitably”. This study aims to determine how much influence product quality and brand image have on the purchase intention of iPhone smartphones from the responses of the people of Palembang City. This research method uses a purposive sampling method so that the number of respondents in this study is 100 respondents. The data collection technique used in this study is a quantitative method by distributing questionnaires online through social media. The data analysis method uses multiple linear regression analysis, while the hypothesis test shows that partially product quality and brand image have a positive and significant effect on purchase intention of iPhone. The results of this study indicate that product quality, brand image, and purchase intention of iPhone smartphone products in Palembang City can be said to be quite good. Product quality and brand image have an effect on purchase intention of 48%. The dominant influence of the independent variable is brand image of 17.3%. While product quality has a significant effect of 11%.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kualitas Produk, Citra Merek, Minat Beli.
Subjects:	H Social Sciences > HG Finance > HG201-1496 Money
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Ahmad Rafly Izulkhaq
Date Deposited:	18 Sep 2024 05:02
Last Modified:	18 Sep 2024 05:02
URI:	http://repository.unsri.ac.id/id/eprint/157465

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