Pengaruh Harga, Merek dan Kualitas Produk Terhadap Pengambilan Keputusan Konsumen Dalam Memilih Iphone di Surabaya Timur

Christina, Lisa (2019) Pengaruh Harga, Merek dan Kualitas Produk Terhadap Pengambilan Keputusan Konsumen Dalam Memilih Iphone di Surabaya Timur. Undergraduate thesis, Universitas Katolik Darma Cendika.

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Abstract

This research is motivated by the development of increasingly advanced communication and information technology which is influenced by several factors in the form of Iphone smartphone products in Indonesia, especially Surabaya. This study aims to examine the effect of price, brand and product quality on consumer decision making in East Surabaya. The population and sample in this study were all residents in East Surabaya who had an Iphone and were over 20 years old, totaling 75 respondents. The method used from this study is to use a questionnaire. This research was tested using Validity Test, Reliability Test, Classical Assumption Test (Multicollinearity Test, Heteroscedasticity Test, and Normality Test), Multiple Linear Regression Test, Determination Coefficient (R2), and t Test. The t-test results obtained from the price variable (X1) = 3.732> 1.99394 with a significant level of 0.000 1.99394 with significant level of 0.015 1.99394 with a significant level of 0,000

Item Type:

Thesis (Undergraduate)

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