CD Skripsi

Pengaruh Kualitas Produk, Citra Merek Dan Harga Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Smartphone Oppo Oleh Generasi Z Di Kota Pekanbaru

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This research aims to examine the influence of product quality, brand image, and price on purchasing decisions and consumer satisfaction for Oppo smartphones among Generation Z in Pekanbaru. The sampling technique used is purposive sampling with non-probability sampling. Data was obtained by distributing questionnaires to 115 respondents. The approach used in this study is quantitative, employing the SEM-PLS model and SmartPLs 4.0 software as research tools. The results indicate that: there is a positive and significant effect of product quality on purchasing decisions; there is no significant effect of brand image on purchasing decisions; there is no significant effect of price on purchasing decisions; there is a positive and significant effect of product quality on consumer satisfaction; there is a positive and significant effect of brand image on consumer satisfaction; there is a positive and significant effect of price on consumer satisfaction; and there is a positive and significant effect of purchasing decisions on consumer satisfaction. It is hoped that future researchers will use this study as a reference to analyze the duration and further develop the research.

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

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002112086

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002112086

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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