| dc.contributor.author | Agung, Daniel | |
| dc.date.accessioned | 2022-01-17T07:09:10Z | |
| dc.date.available | 2022-01-17T07:09:10Z | |
| dc.date.issued | 2021-01 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4184 | |
| dc.description | Indonesia Technology Trend is a business that runs in distribution field of technological products and other recent products. According to data from Central Statistics Agency (BPS), the development of information and communication technology indicators in Indonesia annually gets increased especially in the use of information and communication technology of household department. Indonesia Technology Trend exist to answer people’s need especially technological lovers. The purpose of this research is to find out the effect of purchase decision that is influenced by several factors. There are several factors that influence the purchase decision, that is brand image, brand awareness, and price perception. In the theory of this research it is done to find out the effect of (1) brand image on purchase decision (2) brand awareness on purchase decision (3) price perception on purchase decision of Indonesia Technology Trend consumers. This research uses quantitative approach and uses questionnaire that is distributed to 108 respondents based on sampling technique, that is, saturated sample. Data collection technique in this research is done by distributing quesionnaire through google form that uses Likert scale 1-5. The analysis instrument that is used in this research is IBM SPSS (Statistical Product and Service Solution) Statistics 25. The result of this research shows that (1) brand image affects significant positive on purchase decision (2) brand awareness dose not effect on purchase decision (3) price perception does not affect on purchase decision of Indonesia Technology Trend consumers. | en_US |
| dc.description.abstract | Indonesia Technology Trend adalah bisnis yang bergerak di bidang distribusi produk teknologi serta produk terkini lainnya. Menurut data dari Badan Pusat Statistik (BPS) perkembangan indikator teknologi informasi dan komunikasi di Indonesia setiap tahunnya meningkat terutama pada penggunaan teknologi informasi dan komunikasi bagian rumah tangga. Indonesia Technology Trend hadir untuk menjawab kebutuhan masyarakat khususnya pecinta teknologi. Penelitian ini bertujuan untuk mengetahui pengaruh purchase decision yang dipengaruhi oleh beberapa faktor. Terdapat beberapa faktor yang memengaruhi purchase decision, yaitu brand image, brand awareness, dan persepsi harga. Dalam teori penelitian ini dilakukan untuk mengetahui pengaruh dari (1) brand image terhadap purchase decision (2) brand awareness terhadap purchase decision (3) persepsi harga terhadap purchase decision konsumen Indonesia Technology Trend. Penelitian ini menggunakan pendekatan kuantitatif dan menggunakan kuesioner yang disebar kepada 108 responden sesuai dengan teknik pengambilan sampel yaitu sampel jenuh. Teknik pengumpulan data dalam penelitian ini dilakukan dengan membagikan kuesioner melalui google form yang menggunakan skala likert 1-5. Alat analisis yang digunakan penelitian ini adalah IBM SPSS (Statistical Product and Service Solution) Statistics 25 dengan metode analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa (1) brand image berpengaruh positif signifikan terhadap purchase decision (2) brand awareness tidak berpengaruh terhadap purchase decision (3) persepsi harga tidak berpengaruh terhadap purchase decision konsumen Indonesia Technology Trend. | en_US |
| dc.language.iso | id | en_US |
| dc.subject | brand awareness | en_US |
| dc.subject | brand image | en_US |
| dc.subject | persepsi harga | en_US |
| dc.subject | purchase decision | en_US |
| dc.title | PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN PERSEPSI HARGA TERHADAP PURCHASE DECISION INDONESIA TECHNOLOGY TREND | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0707018902 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10117098 | |
| dc.identifier.dosenpembimbing | Christina Sudyasjayanti | |
