PENGARUH STRATEGI PENETAPAN HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KARTU SIM CARD SMARTFREN DI KALANGAN GEN Z KOTA PALEMBANG

SANJAYA, DENI and Nailis, Welly (2025) PENGARUH STRATEGI PENETAPAN HARGA DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KARTU SIM CARD SMARTFREN DI KALANGAN GEN Z KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh penetapan harga, brand image dan keputusan pembelian kartu SIM card Smartfren di kalangan Gen Z kota Palembang. Data yang digunakan dalam penelitian ini adalah data primer, dengan sampel 100 responden mengunakan teknik non-probability sampling dengan pendekatan purposive sampling. Teknik analisis yang digunakan penelitian ini adalah analisis deskriptif dan dengan mengunakan program SPSS 25. Hasil penelitian menujukan bahwa strategi penetapaan harga dan brand image berpangaruh signifikan terhadap keputusan pembelian kartu SIM card Smartfren di kalangan Gen Z kota Palembang.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Penetapan Harga, Citra Merek, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Deni Sanjaya
Date Deposited:	20 Jan 2025 08:24
Last Modified:	20 Jan 2025 08:24
URI:	http://repository.unsri.ac.id/id/eprint/165889

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