Pengaruh Brand Image, Informasi Produk, Dan Persepsi Risiko Terhadap Keputusan Pembelian Konsumen Pada Produk Indihome

Yuniarti, Maudina Tri (2022) Pengaruh Brand Image, Informasi Produk, Dan Persepsi Risiko Terhadap Keputusan Pembelian Konsumen Pada Produk Indihome. Ringkasan Skripsi thesis, STIE YKPN.

[img] Text
Ringkasan Skripsi Maudina Tri Yuniarti 211830179.pdf
Download (942kB)

Abstract

The study aims to determine whether there is an influence of brand image, product information, and risk perception on consumer purchasing decisions for Indihome products. The sample in this study was obtained through a purposive sampling method conducted on people from four regencies and one city in the Special Region of Yogyakarta with the criteria that respondents had already purchased Indihome products. This study used a data collection technique in the form of a questionnaire, which was then developed using a Google form. Based on the selection of this study, has 114 respondents were used as research samples. The data analysis technique in this research is multiple linear regression analysis. The results of this study are: (1) brand image has a positive and significant effect on consumer purchasing decisions on Indihome products, which has a significance value of 0,010 < 0,05; (2) product information has a positive and significant effect on consumer purchasing decisions on Indihome products, which has a significance value of 0,000 < 0,05; (3) risk perception has not effect on consumer purchasing decisions on Indihome products, which has a significance value of 0,094 > 0,05.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number YUN P 7392/2022
Uncontrolled Keywords: Brand Image, Product Information, Risk Perception , Purchase Decision
Subjects: MANAJEMEN > Pemasaran dan Periklanan
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Unnamed user with email webmaster@stieykpn.ac.id
Date Deposited: 18 Apr 2023 03:24
Last Modified: 18 Apr 2023 03:24
URI: http://repositorybaru.stieykpn.ac.id/id/eprint/981

Actions (login required)

View Item View Item
Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.