Rajagukguk, Yoshua P (2017) Pengaruh Kualitas Produk Dan Citra Merek Terhadap Minat Pembelian Laptop Rog Asus Di Malang (Studi Pada Mahasiswa Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari kualitas produk dan citra merek terhadap minat pembelian laptop Asus ROG pada mahasiswa brawijaya. Penelitian ini melibatkan 120 responden yang diambil dari populasi mahasiswa Universitas Brawijaya yang berhobi bermain game. Pengambilan sampel mengunakan teknik purposive sampling, dengan mengunakan Judgement sampling. Adapun kriteria yang di pilih yaitu: Mahasiswa Universitas Brawijaya yang memiliki hobi bermain game dan Mahasiswa Universitas Brawijaya yang mengetahui produk dari ASUS ROG. Metode analisis data yang digunakan dalam penelitian ini adalah analsis regresi berganda. Untuk menguji persamaan regresi, dilakukan uji asumsi klasik. Uji hipotesis menggunakan uji f dan uji t (uji parsial). Hasil penelitian menunjukan bahwa kualitas produk berpengaruh positif terhadap minat pembelian laptop Asus ROG dan citra merek berpengaruh positif terhadap minat pembelian Laptop Asus ROG. Dari hasil penelitian, diketahui bahwa citra merek mempunyai pengaruh dominan terhadap minat pembelian laptop Asus ROG di Universitas Brawijaya.
English Abstract
This study aims to determine the effect of product quality and brand image on Brawijaya students’ purchase intention for Asus ROG laptop. This study is carried out on 120 respondents, taken from the population of Brawijaya University students who have playing games as their hobby. The respondents were selected through purposive sampling technique using judgment sampling. The criteria are Brawijaya University students who have playing games as their hobby and Brawijaya University students who know about ASUS ROG. The data of this research were analyzed using multiple regression analysis. To test the regression equation, classical assumption test was performed. The hypotheses were tested using f test and t test (partial test). The results show that , product quality has positive effects on the purchase intention for Asus ROG laptop and brand image also has positive effects on the purchase intention for Asus ROG Laptop. Based on the results of the research, brand image has a dominant influence on the intention of Brawijaya University students to purchase Asus ROG Laptop.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/729/051712402 |
| Uncontrolled Keywords: | Kualitas produk, Citra merek, Minat Pembelian, product quality, brand image, purchasing interest |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 19 Dec 2017 06:59 |
| Last Modified: | 16 Oct 2020 02:37 |
| URI: | http://repository.ub.ac.id/id/eprint/7225 |
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