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Pengaruh Kredibilitas Merk Terhadap sensistivitas Harga Konsumen untuk Katagori Produk Laptop

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PENGARUH KREDIBILITAS MEREK TERHADAP SENSITIVITAS HARGA
KONSUMEN UNTUK KATEGORI PRODUK LAPTOP

ABSTRACT
Research actually aims at examination and taking empirical evidence on: (1) Wheter
brand credibility impacts on consumer’s price sensitivity; (2) Whether brand credibility has
indirect impact on consumer’s price sensitivity through perceived quality and expected utility,
(3) Whether brand credibility has indirect impact on consumer’s price sensitivity through
perceived risk and expected utility, (4) Whether brand credibility has indirect impact on
consumer’s price sensitivity through informasi cost and expected utility.
Research populasi is this study of students in Mayjen Sungkono Mojokerto University use
and buy brand laptop. The number of responden is 100 students and the sample was taken was
using probability sampling. The sampling collection techniques is proportional sampling
while research data analysis path.
Results of research indicate that: (1) more and more high brand credibility, more and more
decrease consumer’s price sensitivity; (2) more and more hight brand credibility, cause
perceived quality of product higher increase perception expected utility higher, reduse the
consumer’s price sensitivity; (3) more and more hight brand credibility, cause decrease
informasi cost higher increase perception expected utility higher, reduse the consumer’s price
sensitivity
Keywords: Brand Credibility, Expected Utility, Consumer’s Price Sensitivity

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Detail Information

Series Title

Pengaruh Kredibilitas Merk Terhadap sensistivitas Harga Konsumen untuk Katagori Produk Laptop

Call Number

Ekonomi Manajemen

Publisher

UNITRI PRESS : Jurnal Ilmiah Agribisnis dan Ekonomi., 2017

Collation

44-51

Language

Indonesia

ISBN/ISSN

ISSN E : 2549-2705

Classification

Ekonomi Manajemen

Content Type

-

Media Type

-

Carrier Type

-

Edition

Volume 1 No 2

Subject(s)

Pengaruh Kredibilitas Merk Terhadap sensistivitas

Specific Detail Info

-

Statement of Responsibility

Jurnal Ilmiah Agribisnis dan Ekonomi

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