FAUZAN, DHIMAS NUR (2024) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SAMSUNG SMARTPHONE DI KOTA SEMARANG. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA.
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Abstract
Penelitian ini bertujuan menganalisis pengaruh kualitas produk, harga, dan promosi terhadap keputusan pembelian Samsung smartphone di Kota Semarang. Dengan 96 responden, data dikumpulkan melalui kuesioner dan dianalisis dengan SPSS. Hasil penelitian menunjukkan bahwa kualitas produk dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, sementara harga tidak berpengaruh. Kualitas produk, harga, dan promosi secara bersamasama mempengaruhi keputusan pembelian sebesar 44,3%. Kata Kunci: Kualitas Produk, Harga, Promosi, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | 300 Social Sciences > 330 Economics 600 Technology (Applied sciences) > 650 Management > 658 Management 600 Technology (Applied sciences) > 650 Management > 658 Management > Consumer Behavior 600 Technology (Applied sciences) > 650 Management > 658 Management > Consumer Satisfication |
| Divisions: | Faculty of Economics and Business > Department of Management |
| Depositing User: | Ms Dewi Soelistyowati |
| Date Deposited: | 11 Jul 2025 08:21 |
| Last Modified: | 11 Jul 2025 08:21 |
| URI: | http://repository.unika.ac.id/id/eprint/37619 |
| Keywords: | UNSPECIFIED |
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