{"data":{"id":3318,"url":"https:\/\/repo.xbbh.net\/items\/3318","status":"published","type":"thesis","title":"PENGARUH HARGA DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI INDRAMAYU","title_alt":null,"abstract":"Pada penelitian ini mengambil judul \u201cPengaruh Harga dan Merek Pada Smartphone Di Indramayu\u201d. Penelitian ini bertutujuan untuk mengetahui seberapa besar pengaruh harga dan merek terhadap keputusan pembelian smarphone di Indramayu serta menganalisis bagaimana harga dan merek dapat mempengaruhi kepusan pembelian smartphone di Indramayu.\nPenelitian ini menggunakan metode penelitian kuantitatif dengan jenis penelitian asosiatif. Pengambilan sample yakni menggunakan probability sampling yaitu simple random samping dengan sample berjumlah 385 orang. Teknik analisis data yakni analisis deskriptif dan regresi linear berganda.\nBerdasarkan hasil pengujian hipotesis yakni dengan menggunakan uji simultan mendapatkan hasil harga dan merek berpengaruh signifikan terhadap keputasan pembelian smartphone di Indramayu. Hal tersebut dapat dibuktikan dengan Fhitung (127,022) > Ftabel (3.02) dengan tingkat sig 0,00 < 0,05. Berdasarkan hasil pengujian secara parsial (uji-t) didapat hasil variable harga dan merek berpengaruh positif dan signifikan terhadap keputusan pembelian smartphone di Indramayu. Berdasarkan koefisien determinasi didapat bahwa korelasi harga dan merek sebesar 39,9% terhadap keputusan pembelian dan 60,1% dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti.\nKesimpulan penelitian ini yakni, bahwa Harga dan Merek berpengaruh terhadap keputusan pembelian smartphone di Indramayu sudah masuk dalam kategori sedang. Sehingga perlu ada faktor lain yang dikembangkan untuk peneliti selanjutnya.","abstract_alt":null,"creators":[{"role":"author","family_name":"Dewi","given_name":"Vimala","orcid":null,"national_id":"NPM311161043"},{"role":"advisor","family_name":"Sikki","given_name":"Nurhaeni","orcid":null,"national_id":"0409067002"}],"year":2022,"date_issued":null,"publication":null,"volume":null,"issue":null,"pages":null,"publisher":null,"isbn":null,"issn":null,"doi":null,"official_url":null,"institution":"Universitas sangga buana YPKP","id_number":null,"thesis_level":"bachelor","publication_status":"published","refereed":null,"keywords":["Kata kunci: Harga","Merek","dan Keputusan Pembelian"],"language":"id","subjects":[],"divisions":[{"code":"63211","name":"S1 Administrasi Bisnis","pddikti_code":"63211"}],"citation":"Dewi, Vimala (2022) PENGARUH HARGA DAN MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE DI INDRAMAYU. Universitas sangga buana YPKP.","documents":[{"name":"1._COVER.pdf","section":"cover","mime_type":"application\/pdf","size":1803846,"sha256":"2a157537210a1930daaf795645ac7925eae9a5e64bb8d7ff8ca10ad24548b6ef","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/3318\/files\/8427\/1._COVER.pdf"},{"name":"2._LEMBAR_PENGESAHAN_DAN_PERNYATAAN.pdf","section":"front_matter","mime_type":"application\/pdf","size":867392,"sha256":"b82649c5386332f2115647e8dc9f957602cec626b8793703fbe8387c57b70a24","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/3318\/files\/8428\/2._LEMBAR_PENGESAHAN_DAN_PERNYATAAN.pdf"},{"name":"4._ABSTRAK.pdf","section":"abstract","mime_type":"application\/pdf","size":1802077,"sha256":"8fe9ae7e36748c14c566c30d1a9b2d139945f9be9778fad821c8b38074827e0c","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/3318\/files\/8429\/4._ABSTRAK.pdf"},{"name":"6._BAB_I.pdf","section":"chapter_1","mime_type":"application\/pdf","size":1802011,"sha256":"cbfb904bc495b3db1c0ce1320bbc1f40d63fd2f8fc747cfae36be8090cb4f405","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/3318\/files\/8430\/6._BAB_I.pdf"},{"name":"11._DAFTAR_PUSTAKA.pdf","section":"bibliography","mime_type":"application\/pdf","size":1802005,"sha256":"0f867b8e6e77c9098566c2ca61ff67efc886227db6c9651b9bcead44e19ac161","access":"public","embargo_until":null,"license":null,"url":"https:\/\/repo.xbbh.net\/items\/3318\/files\/8431\/11._DAFTAR_PUSTAKA.pdf"}],"published_at":"2023-12-08T03:35:51+00:00","updated_at":"2026-10-31T06:58:18+00:00"}}