Skripsi

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE DI KOTA PALEMBANG

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Marketing is about identifying and meeting human and social needs. One of the best and shortest definitions of marketing is “meeting needs profitably”. This study aims to determine how much influence product quality and brand image have on the purchase intention of iPhone smartphones from the responses of the people of Palembang City. This research method uses a purposive sampling method so that the number of respondents in this study is 100 respondents. The data collection technique used in this study is a quantitative method by distributing questionnaires online through social media. The data analysis method uses multiple linear regression analysis, while the hypothesis test shows that partially product quality and brand image have a positive and significant effect on purchase intention of iPhone. The results of this study indicate that product quality, brand image, and purchase intention of iPhone smartphone products in Palembang City can be said to be quite good. Product quality and brand image have an effect on purchase intention of 48%. The dominant influence of the independent variable is brand image of 17.3%. While product quality has a significant effect of 11%.

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Availability

Detail Information

Series Title

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Call Number

T1574652024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xiv, 91 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.827 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

-

Subject(s)

Prodi Manajemen
Manajemen merek

Specific Detail Info

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Statement of Responsibility

TUTI

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