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“Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Produk Smartphone Merek Xiaomi Di Kota Pekanbaru”

This study aims to determine the effects of product quality, brand image and price of purchasing decisions and consumer satisfaction on Xiaomi’s smartphone at Pekanbaru City. The population in this study include all pekanbaru’s community have purchase then have used Xiaomi’s smartphone, totaling 135 people.
Primary data was collected by questionnaire as an instrument to prove the results of the research, to test the hypothesis in this study is using path analysis with SPSS. The sampling technique is a method that has been selected census (135 pekanbaru’s community have purchase then have used Xiaomi’s smartphone).
The results showed that : 1) There is a positive and significant effect of product quality on the purchasing. 2) There is a positive and significant effect of brand image on the purchasing decisions. 3) There is a positive and significant effect of price on the purchasing decisions. 4) There is a positive and significant effect of purchasing decisions on the consumer satisfaction. 5) There is a positive and significant effect of product quality on the consumer satisfaction through purchasing decisions. 6) There is a positive and significant effect of brand image on the consumer satisfaction through purchasing decisions. 7) There is a positive and significant effect of price on the consumer satisfaction through purchasing decisions.
Keywords : Product Quality, Brand Image, Price, Purchasing decisions, Consumer satisfaction.

Ketersediaan
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Perpustakaan Universitas Riau 02 02. 120 (0003)
02 02. 120 (0003)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
02 02. 120 (0003)
Penerbit
Pekanbaru : Universitas Riau – Fakultas Ekonomi dan Bisnis – Manajemen.,
Deskripsi Fisik
xiv, 71 hlm.; ill.; 29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
02 02. 120 (0003)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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