PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA N-MAX DI AREA JAKARTA BARAT

PRATAMA, RISKIYANTO (2020) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA N-MAX DI AREA JAKARTA BARAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of product quality, brand image, promotion on purchasing decisions on Yamaha N-max motorcycle products. The object of this research is consumers who have become customers and new consumers of individual or individual type in West Jakarta who buy Yamaha N-max motorcycle products at PT. Yamaha Indonesia Motor. The research method used in this research is descriptive method. This research was conducted on 100 respondents using a quantitative approach. The data collection technique used was a questionnaire using purposive sampling for sampling. Analysis of the data used in this study is the Structural Equation Model (SEM) with the Smart-PLS analysis tool 3.2.8. The results showed that product quality, brand image, and promotion had a positive and significant effect on purchasing decisions. Keywords : Product Quality, Brand Image, Promotion, Purchasing Decisions Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, citra merek, promosi terhadap keputusan pembelian pada produk sepeda motor Yamaha N-max. Objek penelitian ini adalah konsumen yang sudah menjadi pelanggan dan konsumen baru yang berjenis individu atau perorangan di wilayah Jakarta Barat yang melakukan pembelian produk sepeda motor Yamaha N-max di PT. Yamaha Indonesia Motor. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Penelitian ini dilakukan pada 100 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dengan menggunakan Purposive Sampling untuk pengambilan sampel. Analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS 3.2.8. Hasil penelitian menunjukkan kualitas produk, citra merek, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci : Kualitas Produk, Citra merek, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 335
NIM/NIDN Creators: 43115110215
Additional Information: Kualitas Produk, Citra merek, Promosi, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 710 Civic and Lanscape Art/Seni Perkotaan dan Pertamanan > 711 Area Planning/Perencanaan Wilayah Perkotaan dan Pertamanan > 711.7 Plans for Transportation Facilities/Perencanaan untuk Fasilitas Transportasi > 711.73 Motor Vehicle Transportation Facilities/Fasilitas Kendaraan Motor
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 796 Athletic and Outdoor Sports/Atletik dan Olah Raga Luar Ruangan > 796.7 Driving Motor Vehicles/Bermotor
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 06 Jan 2022 02:26
Last Modified: 14 Apr 2022 04:15
URI: http://repository.mercubuana.ac.id/id/eprint/53690

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