PENGARUH BRANDIMAGE LAPTOP ACER TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA

KURNIASIH, SARI and Daud, Islahuddin and Nazaruddin, Akhmad (2010) PENGARUH BRANDIMAGE LAPTOP ACER TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA FAKULTAS EKONOMI UNIVERSITAS SRIWIJAYA INDERALAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Tujuan dari penelitian ini adalah (1) untuk mengetahui seberapa besar pengaruh brand image laptop Acer terhadap keputusan pembelian dan (2) Untuk mengetahui variabel manakah dari brand image yang dominan berpengaruh terhadap keputusan pembelian Metode yang digunakan dalam riset ini adalah snowball sampling. Dari total seluruh populasi, diambil 80 responden. Teknik analisis yang digunakan dalam riset ini adalah analisis kuantitatif dan analisis kualitatif. Hasil penelitian menunjukkan bahwa variabel citra merek yang paling berpengaruh terhadap keputusan pembelian adalah variabel citra produsen. Citra konsumen dan citra produk tidak mempengaruhi keputusan pembelian konsumen secara signifikan. Dengan demikian, produsen Acer harus tetap mempertahankan dan meningkatkan citra perusahaannya secara kuat.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Citra Merek, Keputusan Konsumen
Subjects:	H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products > HF5415.126.R38 Database marketing--Statistical methods. Data mining--Statistical methods. Big data--Statistical methods. H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Tiara Hilda Safitri Rts
Date Deposited:	08 Apr 2021 02:11
Last Modified:	08 Apr 2021 02:11
URI:	http://repository.unsri.ac.id/id/eprint/45174

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