PENGARUH EKUITAS MEREK, KELOMPOK REFERENSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK APPLE

TJEUW, ANTHONY (2023) PENGARUH EKUITAS MEREK, KELOMPOK REFERENSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK APPLE. Skripsi thesis, Universitas Tarumanagara.

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Abstract

The progress of the times that is happening at this time has a great impact on the progress of the technological era that is in tune with the level of human needs. Mobile is one of the findings in technological advances in the field of communication. The presence of cellphones has proven to be able to make it easier for humans to communicate with each other, because of that various cellphone brands have emerged that have their own advantages over each other with superior features. Apple is one of the most popular brands among mobile phone users, so researchers want to look at various factors that influence purchasing decisions for the Apple brand, which include: brand equity, reference group and brand quality. The purpose of this study was to determine the effect of brand equity, reference groups , and product quality on consumer purchasing decisions for Apple products. The theory used is the theory of TPB (Theory of Planned Behavior). This research uses a quantitative approach with descriptive methods. The sampling technique used is purposive sampling. The data collection method used a questionnaire with a total of 153 respondents who were Untar students of the Faculty of Economics and Business who use Apple products. Data analysis techniques using SPSS. The results of the study include: brand equity influences consumer purchasing decisions, reference groups influence consumer purchasing decisions, product quality influences consumer purchasing decisions. Keywords: Brand Equity, Reference Groups, Product Quality, Purchase Decisions

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 13 Mar 2024 03:47
Last Modified: 13 Mar 2024 03:47
URI: http://repository.untar.ac.id/id/eprint/43274

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