PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK BLACKBERRY DI SEMARANG

ADI P., GANJAR PRIYAMBODO (2014) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE MEREK BLACKBERRY DI SEMARANG. Skripsi, Fakultas Ekonomi dan Bisnis.

Preview

PDF - Published Version Download (4075b) | Preview

Abstract

Consumer purchasing decisions is the decision regarding the preference for brands that exist in the choice set. To understand the consumer decision-making, it must be understood the properties of consumer involvement with the product or service. Understanding the level of consumer involvement on the product or service means that marketers are trying to identify the things that cause a person to feel the need to be involved in the purchase of a product or service. The level of consumer involvement in a purchase influenced by the stimulus (stimulus). Many factors can influence consumer purchasing decisions, but in this study were analyzed by the quality of the product, price and promotion. The purpose of this study was to analyze the effect of product quality, price and promotion on purchasing decisions. The population in this study were respondents Blackberry brand of mobile phone users in the city of Semarang. Selected sample of 100 consumers. Methods of data collection using questionnaire and analysis technique used is multiple regression. The results showed that: 1) The quality of the product positive and significant impact on purchasing decisions. 2). Prices positive and significant impact on purchasing decisions. 3). Promotion of positive and significant impact on purchasing decisions. 4). Product quality, price and promotion significantly influence purchasing decisions

Actions (login required)