Pratama, Mawan Januar (2022) PENGARUH BRAND IMAGE DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK IPHONE DI WILAYAH GUBENG SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of today's technological era affects the decision of people who want to buy goods to consider a brand first because of the image that has been installed on the brand, such as quality and price. The number of smartphone products that enter the market for now makes consumers make several considerations when choosing a smartphone. With a good iPhone brand image, consumers will consider making purchases on iPhone products, therefore even though the data above shows that the iPhone in 2019-2020 has declined, it does not affect consumer decisions to purchase products. Iphone products have a very good brand image, therefore the price is not a problem for consumers to make purchasing decisions. This study uses a questionnaire method to take samples, researchers will examine iPhone customers in Gubeng Surabaya more than once. Data analysis used in this study used a component-based Structural Equation Modeling (SEM) method using Partial Least Square (PLS) analysis. The choice of using the PLS analysis tool is because it is widely used for causal-predictive analysis and is the technique used in prediction applications and theory development in this study. This study obtained the results that brand image and price perception have a positive and significant influence on purchasing decisions for iPhone products in Surabaya. Keywords: Brand Image; Buying decision; Price Perception
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mawan Januar Pratama | ||||||||
| Date Deposited: | 21 Jul 2022 05:03 | ||||||||
| Last Modified: | 04 Mar 2024 05:20 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/7814 |
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