SKRIPSI MBS

PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTHPHONE SAMSUNG PADA GENERASI Z DENGAN MINAT BELI SEBAGAI VARIABEL INTERVENING DI SUKOHARJO

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ABSTRACT

This research aims to determine the influence of product quality and brand image
on the decision to purchase Samsung smartphones in generation Z with purchase
intention as an intervening variable in Sukoharjo. The research method used is a
quantitative method. The sampling technique used was non-probability sampling
with a purposive sampling method of 100 Samsung smartphone consumer
respondents in Sukoharjo Regency. With a questionnaire as data collection which
was analyzed using SmartPLS software version 4.0.
The results of this research show that (H1) product quality has a positive and
significant effect on purchasing decisions. Judging from the T-ststistic which is
greater than the T-table (3.793>1.96), the result is accepted. (H2) brand image has
a positive and significant effect on purchasing decisions. Judging from the T-stistic
which is greater than the T-table (3.221>1.96), the results are accepted (H3)
buying interest has a positive and significant effect on purchasing decisions.
Judging from the T-stistic which is greater than the T-table (5.677>1.96), the
results are accepted (H4) product quality has a positive and significant effect on
buying interest. Judging from the T-stistic which is greater than the T-table
(3,299>1.96), the results are accepted (H5) brand image has a positive and
significant effect on purchase intention. Judging from the T-ststistic which is
greater than the T-table (2.088>1.96), the results are accepted (H6) product quality
has a positive and significant effect on purchasing decisions through purchasing
interest. Judging from the T-stistic which is greater than the T-table (2.879>1.96),
the results are accepted (H7) brand image has a positive and significant effect on

purchasing decisions through purchase intention. Judging from the fact that the T-
stistic is greater than the T-table (1.992>1.96), the result is accepted.

So it can be concluded that companies must be able to create product quality, brand
image and create a good brand reputation in the eyes of consumers in order to
increase purchasing interest which will lead to purchasing decisions to get a
product and will increase sales of that product.
Keywords: Product Quality, Brand Image, Purchase Decision and Purchase
Intention

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 LUT p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 132 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

-

Tipe Pembawa

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Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

LUTFIAH NUR AFIFAH

Versi lain/terkait

Lampiran Berkas

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