Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa

  • SURI AMILIA
Keywords: Citra Merek, Harga, Kualitas Produk, dan Keputusan Pembelian.

Abstract

Tujuan penelitian ini yaitu untuk mengetahui pengaruh citra merek, harga, dan kualitas produk terhadap keputusan pembelian handphone merek Xiaomi di Kota Langsa. Dari analisis data diperoleh persamaan regresi yaitu KP = 3,127 + 0,189 CM + 0,024 H + 0,250 KPr. Dari uji t dapat dijelaskan bahwa citra merek, harga, dan kualitas produk secara parsial berpengaruh signifikan terhadap keputusan pembelian handphone Xiaomi di Kota Langsa dimana masing- masing variabel bebas (citra merek, harga, dan kualitas produk) memiliki nilai t sig < 0,05. Dari uji F dapat dijelaskan bahwa citra merek, harga, dan kualitas produk secara simultan berpengaruh signifikan terhadap keputusan pembelian handphone Xiaomi di Kota Langsa dimana nilai F sig. sebesar 0,042 < 0,05. Dari analisis koefisien determinasi dapat dijelaskan bahwa citra merek, harga, dan kualitas produk mempengaruhi keputusan pembelian handphone Xiaomi di Kota Langsa sebesar 30,4%, sedangkan sisanya 69,6% dipengaruhi oleh variabel lain di luar model penelitian ini.

Published
2017-10-25
How to Cite
AMILIA, S. (2017). Pengaruh Citra Merek, Harga, dan Kualitas Produk terhadap Keputusan Pembelian Handphone Merek Xiaomi di Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(1), 660-669. Retrieved from https://ejurnalunsam.id/index.php/jmk/article/view/213
Issue
Vol 6 No 1 (2017): JURNAL MANAJEMEN dan KEUANGAN
Section
Articles

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