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Halaman Judul Halaman Pengesahan Pembimbing PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI HALAMAN JUDUL PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE (studi kasus konsumen Iphone di kampus 1 Universitas Sanata Dharma) Skripsi Diajukan dalam Rangka Menulis Skripsi Program Studi Manajemen, Jurusan Manajemen Fakultas Ekonomi Universitas Sanata Dharma Oleh : Leonardus Niko Andira NIM: 152214089 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2019 HALAMAN PENGESAHAN PEMBIMBING PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI HALAMAN JUDUL PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE (studi kasus konsumen Iphone di kampus 1 Universitas Sanata Dharma) Skripsi Diajukan dalam Rangka Menulis Skripsi Program Studi Manajemen, Jurusan Manajemen Fakultas Ekonomi Universitas Sanata Dharma Oleh : Leonardus Niko Andira NIM: 152214089 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2019 HALAMAN PENGESAHAN PEMBIMBING i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI Moto dan Persembahan “Kamu harus bisa menghibur dirimu, karena kebahagian tidak datang dari manapun melainkan dari dalam dirimu sendiri” (CakNun) “Apa yang membuatmu bahagia lakukanlah dan apa yang membuatmu bersedih tinggalkan” Skripsi ini saya persembahkan untuk : Tuhan Yesus Kristus dan Bunda Maria yang selalu memberkati saya dalam mengerjakan skripsi dari awal hingga selesai. Ayah dan ibu saya yang selalu mendoakan, mendukung, dan selalu memberi semangat. Untuk almarhum nenek saya yang ingin sekali menemani saya saat wisuda. PERYATAAN KEASLIAN KARYA TULIS iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI UNIVERSITAS SANATA DHARMA FAKULTAS EKONOMI JURUSAN MANAJEMEN-PROGRAM STUDI MANAJEMEN PERNYATAAN KEASLIAN KARYA TULIS Saya yang bertanda tangan di bawah ini, dengan ini menyatakan bahwa skripsi dengan judul: PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE dan diajukan untuk diuji pada tanggal …………… adalah hasil karya saya. Saya juga menyatakan bahwa dalam skripsi ini tidak terdapat keseluruhan atau sebagian tulisan orang lain yang saya ambil dengan cara menyalin, atau meniru dalam bentuk rangkaian kalimat atau simbol yang menunjukan gagasan atau pendapat atau pemikiran dari penulis lain yang saya aku seolah-olah sebagai tulisan saya sendiri, dan atau tidak terdapat bagian atau keseluruhan tulisan yang saya salin, saya tiru, atau saya ambil dari tulisan orang lain tanpa memberikan pengakuan (disebutkan dalam referensi) pada penulis aslinya. Bila di kemudian hari terbukti bahwa saya ternyata melakukan tindakan tersebut maka saya bersedia menerima sanksi, yaitu skripsi ini digugurkan dan gelar akademik yang saya peroleh (S.E.) dibatalkan serta diproses sesuai dengan aturan perundang-undangan yang berlaku (UU No 20 Tahun 2003, pasal 25 dan pasal 70). Yogyakarta, 08 Agustus 2019 Yang membuat pernyataan, Leonardus Niko Andira NIM: 152214089 v PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI LEMBAR PERNYATAAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS Yang bertanda tangan dibawah ini, saya mahasiswa Universitas Sanata Dharma: Nama : Leonardus Niko Andira NIM : 152214089 Demi pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul: PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE IPHONE studi kasus konsumen Iphone di kampus 1 Universitas Sanata Dharma Dengan demikian saya memberikan kepada Perpustakaan Universitas Santa Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pengkajian data, dan mempublikasikannya di internet atau media lain untuk kepentingan akademis tanpa meminta ijin kepada saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis. Demikian pernyataan ini saya tulis dengan sebenarnya. Dibuat di Yogyakarta, Pada tanggal 08 Agustus 2019 Yang menyatakan, Leonardus Niko Andira vi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI KATA PENGANTAR Puji syukur atas berkat Tuhan Yesus atas segala anugerah, berkat, dan karuniaNya yang diberikan kepada penulis, sehingga penulis dapat menyelesaikan skripsi yang berjudul “ Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Smartphone Iphone “. Studi kasus pada konsumen di Kampus 1 Universitas Sanata Dharma Yogyakarta. Skripsi ini ditulis sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi pada Program Studi Manajemen Fakultas Ekonomi Universitas Sanata Dharma. Penulisan skripsi ini dapat selesai dengan baik berkat bantuan berbagai pihak. Untuk itu penulis ingin mengucapkan terimakasih kepada: 1. Bapak Albertus Yudi Yuniarto, S.E., M.B.A., selaku Dekan Fakultas Ekonomi Universitas Sanata Dharma. 2. Bapak Dr. Lukas Purwoto, M.Si., selaku Ketua Program Studi Manajemen Universitas Sanata Dharma. 3. Drs. Hyginus Suseno TW., M.S., selaku dosen pembimbing I yang telah meluangkan waktu, mengarahkan, dan membimbing sehingga penulis menyelesaikan skripsi ini. 4. Drs. P. Rubiyatno, M.M., selaku dosen II yang juga mengarahkan, membimbing, dan memberikan masukan dalam skripsi ini. 5. Bapak, Ibu Dosen, dan karyawan Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta. vii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 6. Responden yang telah membantu mengisi kuesioner yang sudah saya buat dengan sangat serius. 7. Papa dan Mama saya tercinta yang selalu memberikan kasih sayang, doa, dan dukungan yang membuat saya untuk segera menyelesaikan skripsi ini. 8. Pacar saya Andini yang selalu memberikan semangat untuk segera menyelesaikan skripsi ini agar menjadi motivasi untuk dirinya menyelesaikan skripsinya supaya segera saya nikahi. 9. Sahabat-sahabatk saya EASTPOOL ( Kolam Timur ) sekaligus teman seperjuangan yang selalu ada untuk memberikan semangat, motivasi, dan tawa canda walaupun bercandaannya diluar batas yaitu Dyon, Eldon, Siman, Hendri, Dinda, Hobby, Bertus, Sony, Rio, David, Rico, Merlin, Priska, Della, Neda 10. Untuk Aloysius Unil sahabat yang selalu dengan sabar mengajari saya mengolah data walaupun saya kurang serius saat diajari. 11. Untuk Momsky nya Dyon yang selalu memasak makanan untuk saya dan teman-teman saat mengerjakan skripsi dirumah Dyon, serta Wifi gratis dirumah dyon yang bernama “KandangMelly” 12. Untuk Cafe Bjong yang menjadi tempat pertama saya mengerjakan skripsi. 13. Terimakasih juga untuk adek saya Vivi yang juga sudah membantu dalam mengerjakan skripsi ini. Penulis menyadari bahwa dalam penulisan skripsi ini masih banyak kekurangan, untuk itu penulis mengharapkan kritik maupun saran yang viii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI sifatnya membangun demi perbaikan dimasa yang akan datang. Semoga skripsi ini bermanfaat bagi semua pihak yang membutuhkan. Yogyakarta, 08 Agustus 2019 Leonardus Niko Andira NIM : 152214089 ix PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR ISI HALAMAN JUDUL ........................................................................................................... i HALAMAN PERSETUJUAN PEMBIMBING ................................................................. ii HALAMAN PENGESAHAN............................................................................................ iii HALAMAN PERSEMBAHAN ........................................................................................ iv HALAMAN PERNYATAAN KEASLIAN KARYA TULIS ............................................ v HALAMAN PERNYATAAN PUBLIKASI ..................................................................... vi HALAMAN KATA PENGANTAR ................................................................................. vii HALAMAN DAFTAR ISI ................................................................................................. x HALAMAN DAFTAR TABEL ...................................................................................... xiii HALAMAN DAFTAR GAMBAR .................................................................................. xiv HALAMAN DAFTAR LAMPIRAN .............................................................................. xv ABSTRAK ....................................................................................................................... xvi BAB I PENDAHULUAN ................................................................................................... 1 A. Latar belakang ......................................................................................................... 1 B. Rumusan Masalah ................................................................................................... 4 C. Batasan Masalah ..................................................................................................... 4 D. Tujuan Penelitian .................................................................................................... 4 E. Manfaat Penelitian .................................................................................................. 5 BAB II KAJIAN PUSTAKA .............................................................................................. 6 A. Landasan Teori ........................................................................................................ 6 1. Pengertian Pemasaran ......................................................................................... 6 2. Produk ................................................................................................................. 8
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