Zhafira Fachreza, Dimas (2020) Pengaruh Persepsi Harga, Persepsi Kualitas, Persepsi Nilai, dan Citra Toko Terhadap Niat Pembelian Smartphone Oppo di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine and analyze the effect of Perceived Price, Perceived Quality, Perceived Value, and Store Image as exogenous variables, on Purchase Intention of OPPO Smartphones in Surabaya as the endogenous variable. This is a survey research using questionnaires as the main data source. The sample used is as many as 170 people from member of citizens who have used OPPO smartphones. Data analysis technique used in this research is path-analysis using the Warp-PLS version 6.0 program. The results showed that Perceived Price has a direct effect of 0.203 on Purchase Intention and This direct effect is significant because it supports the p value of 0.003, which is less than 0.05. Perceived Quality has a direct effect of 0.315 on Purchase Intention. This direct effect is significant because the support p value is <0.001 which is less than 0.05. Perceived Value has a direct effect of 0.239 on Purchase Intention. This direct effect is significant because the support p value is <0.001 which is less than 0.05. Store image has a direct effect of 0.325 on Purchase Intention. This direct effect is significant because the support p value is <0.001 which is less than 0.05. Keywords: Price Perception, Perception of Quality, Perception of Value, Store Image, Purchase Intention, OPPO Smartphone
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | DIMAS ZHAFIRA FACHREZA |
| Date Deposited: | 18 Feb 2022 07:16 |
| Last Modified: | 18 Feb 2022 07:16 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8595 |
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