CD Tesis

Pengaruh Kualitas Produk, Harga, Brand Image, Dan Promosi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Produk Smartphone Xiaomi Di Kuantan Singingi

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Competition in the Smartphone industry is currently very rapid, this is marked by the number of manufacturers offering a variety of products to consumers so that companies must have various strategies to be able to survive in the competition. To deal with this competition, the company must be able to understand the factors that influence purchasing decisions and consumer satisfaction.
The purpose of this study is to analyze the effect of product quality, price, brand image, and promotion on customer satisfaction and decision on buying Xiaomi smartphone products in Kuantan Singingi. This research was conducted in Kuantan Singingi with the sample used as many as 145 respondents who used the Xiaomi Smartphone. The data collection technique used is a questionnaire with a Likert scale. SEM analysis is a hypothesis testing tool using the SmartPls 3.00 and SPSS 17.00 for Windows programs.
Based on the results of the study, it can be concluded: 1) Product Quality, Price, Brand Image, and Promotions influence the Consumer Satisfaction; 2) Effect of Product Quality, Price, Brand Image, and Promos have an effect on purchasing decisions; 3) purchasing decisions influences Consumer Satisfaction. Therefore to create purchasing decisions, companies can improve brand in consumers, and improve consumers' perceived quality of Xiaomi Smartphones.

Key words : Product Quality, Price, Brand Image, Promotions, Consumer Satisfaction and Purchasing Decisions.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 219 (0165)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen., 2019

Deskripsi Fisik

xiv, 144 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 219 (0165)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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