PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (Studi Kasus Mahasiswa Program Studi Diploma III Administrasi Bisnis Politeknik Negeri Sriwijaya)

SAPUTRA, PEBRIANSYAH (2023) PENGARUH BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI (Studi Kasus Mahasiswa Program Studi Diploma III Administrasi Bisnis Politeknik Negeri Sriwijaya). Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Tujuan penelitian ini adalah untuk mengetahui Pengaruh Brand image terhadap Keputusan Pembelian Smartphone Xiaomi pada Mahasiswa Program Studi Diploma III Administrasi Bisnis Politeknik Negeri Sriwijaya. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 82 orang responden yang menggunakan atau pernah menggunakan Smartphone Xiaomi. Penelitian ini menggunakan pendekatan kuantitatif. Penelitian ini menggunakan teknik analisis regresi linier sederhana dan uji hipotesis dengan menggunakan program SPSS (Statistical Product and Service Solution). Hasil penelitian menunjukkan bahwa brand image memiliki hubungan positif terhadap keputusan pembelian Smartpohne Xiaomi pada Mahasiswa Program Studi Diploma III Administrasi Bisnis Politeknik Negeri Sriwijaya. Perusahaan Xiaomi disarankan mempertahankan brand image karena terbukti bahwa hasil penelitian ini, brand image Smartphone Xiaomi memiliki pengaruh terhadap keputusan pembelian.

Item Type: Thesis (Other)
Uncontrolled Keywords: Brand Image, Keputusan Pembelian.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Mr Bambang Anthony
Date Deposited: 22 Jan 2024 07:35
Last Modified: 22 Jan 2024 07:35
URI: http://eprints.polsri.ac.id/id/eprint/14323

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