Pengaruh Iklan, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Oppo di Surabaya

asthanatha, I Komang Ari (2017) Pengaruh Iklan, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Oppo di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

Oppo Smartphone is a Chinese brand based in Dongguan, Guandong, China. Oppo perceives the product has excellent quality and has different features than other smartphones. Oppo has gained confidebce and a good image when compared with other brands in its class. This study aims to analyze the influence of advertising, price, product quality, and purchase decision Oppo smartphone in Surabaya. The sample in thins study is the respondents of smartphone user with type F1 S region of Surabaya. The number of samples used in as many as 80 respondents obtained through an offline questionnaire and using convenience sampling techniques. The analysis tool used is SPSS 16.0. the result of the research shows that advertising variable has a significant positive effect on purchase decision, and the product quality has no siqnificant positive effect on purchasing decision Keyword : Advertising, Price, Product Quality and Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 09 Jan 2020 07:07
Last Modified: 09 Jan 2020 07:07
URI: http://eprints.perbanas.ac.id/id/eprint/5916

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