PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAPTOP LENOVO DI ACK LENOVO STORE SURABAYA

Authors

  • YOGI MARTHA HANI ANUGRAH

DOI:

https://doi.org/10.26740/jptn.v7n2.p%25p

Abstract

Penelitian ini bertujuan untuk mengkaji dan menganalisis dan mendeskripsikan pengaruh variabel citra merek dan harga keputusan pembelian di surabaya. Aneka Cipta Karya Metode yang digunakan dalam penelitian ini adalah kuantitatif. Populasi deskriptif menggunakan 245 accidental sampling. responden terhadap teknik Total sampel adalah 65. responden menggunakan teknik pengumpulan data. survei dan wawancara. Uji klasik menunjukkan residu berdistribusi, normal tidak menemukan korelasi lintas, variabel ada hubungan antar variabel, linier tidak terjadi heterokedastisitas, model fit, partial berpengaruh, hasil fit, uji-f model dan analisis dari regresi linier berganda berpengaruh besar. Simpulan penelitian ini adalah (1) kondisi variabel citra merek, harga dan keputusan pembelian pada Aneka Cipta Karya tergolong kuat. (2) Citra merek secara parsial tidak berpengaruh terhadap keputusan pembelian, harga secara parsial berpengaruh terhadap keputusan pembelian, citra merek dan harga secara simultan berpengaruh terhadap keputusan pembelian

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Published

2019-07-11

How to Cite

MARTHA HANI ANUGRAH, Y. (2019). PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN LAPTOP LENOVO DI ACK LENOVO STORE SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 7(2). https://doi.org/10.26740/jptn.v7n2.p%p

Issue

Vol. 7 No. 2 (2019)

Section

Articles

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