| dc.contributor.author | Agung, Daniel | |
| dc.date.accessioned | 2023-01-18T04:19:33Z | |
| dc.date.available | 2023-01-18T04:19:33Z | |
| dc.date.issued | 2021 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/5686 | |
| dc.description | Indonesia Technology Trend is a business thatruns in distribution fieldof technological products and other recent products. According to data fromCentral Statistics Agency (BPS), the development of information andcommunication technology indicators in Indonesia annually gets increasedespecially in the use of information and communication technology of householddepartment. Indonesia Technology Trend exist to answer people’s need especiallytechnological lovers. The purpose of this research is to find out the effect ofpurchase decision that is influenced by several factors. There are several factorsthat influence the purchase decision, that is brand image, brand awareness, andprice 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 distributedto 108 respondents based on sampling technique,that is, saturated sample. Datacollection technique in this research is done by distributing quesionnaire throughgoogle form that uses Likert scale 1-5. The analysis instrument that is used in thisresearch is IBM SPSS (Statistical Product and Service Solution) Statistics 25. Theresult of this research shows that (1) brand image affects significant positive onpurchase decision (2) brand awareness dose not effect on purchase decision (3)price perception does not affect on purchase decision of IndonesiaTechnologyTrend consumers. | en_US |
| dc.description.abstract | Indonesia Technology Trend adalah bisnis yang bergerak di bidangdistribusi produk teknologi serta produk terkini lainnya. Menurut data dari BadanPusat Statistik (BPS) perkembangan indikator teknologi informasi dan komunikasidi Indonesia setiap tahunnyameningkat terutama pada penggunaan teknologiinformasi dan komunikasi bagian rumah tangga. Indonesia Technology Trend hadiruntuk menjawab kebutuhan masyarakat khususnya pecinta teknologi. Penelitian inibertujuan untuk mengetahui pengaruhpurchase decisionyang dipengaruhi olehbeberapa faktor. Terdapat beberapa faktor yang memengaruhipurchase decision,yaitubrand image,brand awareness, dan persepsi harga. Dalam teori penelitianinidilakukan untuk mengetahui pengaruh dari (1)brand imageterhadappurchasedecision(2)brand awarenessterhadappurchase decision(3) persepsi hargaterhadappurchase decisionkonsumen Indonesia Technology Trend. Penelitian inimenggunakan pendekatan kuantitatif dan menggunakan kuesioner yang disebarkepada 108 responden sesuai dengan teknik pengambilan sampel yaitu sampeljenuh. Teknik pengumpulan data dalam penelitian ini dilakukan denganmembagikan kuesioner melaluigoogle formyang menggunakan skalalikert1-5.Alatanalisisyang digunakan penelitian ini adalah IBM SPSS (Statistical Productand Service Solution) Statistics 25dengan metode analisis regresi linier berganda.Hasil penelitian menunjukkan bahwa (1)brand imageberpengaruh positifsignifikan terhadappurchase decision(2)brand awarenesstidak berpengaruhterhadappurchase decision(3) persepsi harga tidak berpengaruh terhadappurchasedecisionkonsumen Indonesia Technology Trend. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | UNIVERSITAS CIPUTRA SURABAYA | 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.kodeprodi | 61201 | |
| dc.identifier.nim | 10117098 | |
| dc.identifier.dosenpembimbing | Christina Sudyasjayanti | |
