CD Skripsi

Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Kepuasan Konsumen Melalui Keputusan Pembelian Pada Pengguna Smartphone Vivo Di Kota Pekanbaru

---

ABSTRACT

In Indonesia, there are several smartphone brands that are already well- known to the public. One of them is the Vivo smartphone, an electronics company from Dongguan, Guangdong, China. which will determine marketing strategies such as the quality of the products offered, having a good brand image and offering affordable prices. This study aims to determine the effect of product quality, price and brand image on consumer satisfaction through purchasing decisions on Vivo smartphone users in Pekanbaru City. In this study, the population is Vivo Smartphone Users in Pekanbaru City whose number is not yet known for sure. The method used in determining the sample is Non-probability sampling, the sampling technique uses the Hair formula with a sample size of 115 respondents. data collection techniques use questionnaires with quantitative research methods. the analysis tool used in this study is path analysis, before that conducting validity tests, reliability tests and classical assumption tests. the results of the study show that 1. product quality has a significant effect on purchasing decisions. 2. price has a significant effect on purchasing decisions. 3. brand image has a significant effect on purchasing decisions. 4. purchasing decisions have a significant effect on consumer satisfaction. 5. Product quality has a significant effect on consumer satisfaction through purchasing decisions. 6. Price has a significant effect on consumer satisfaction through purchasing decisions. 7. Brand image has a significant influence on consumer satisfaction through purchasing decisions.

Keywords: Product Quality, Price, Brand Image, Purchasing Decisions, Consumer Satisfaction

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2002126344

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2002126344

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar