KUSWANTORO, ALFIAN (2018) ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL HONDA BRIO DI WILAYAH TANGERANG SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of price analysis, product quality and brand image on the purchase decision of Honda Brio Car in South Tangerang region. Analysis of data used is multiple linear regression analysis using SPSS 23. The results of simultaneous research indicate that price, product quality and brand image significantly influence the purchasing decision of Honda Brio Car in South Tangerang region. Partially, the price variable has a significant effect on the purchasing decision. Partially variable of product quality have significant effect to purchasing decision and brand image variable have significant effect to purchasing decision. Keywords: price, product quality, brand image and purchase decision Penelitian ini bertujuan untuk mengetahui analisis pengaruh harga, kualitas produk dan citra merek terhadap keputusan pembelian mobil Honda Brio di wilayah Tangerang Selatan. Analisis data yang digunakan adalah analisis regresi linear berganda menggunakan SPSS 23. Hasil penelitian secara simultan menunjukkan bahwa harga, kualitas produk dan citra merek berpengaruh signifikan terhadap keputusan pembelian Mobil Honda Brio diwilayah Tangerang Selatan. Secara parsial variabel harga berpengaruh signifikan terhadap keputusan pembelian. Secara parsial variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian dan variabel citra merek berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : harga, kualitas produk, citra merek dan keputusan pembelian
Item Type: | Thesis (S1) |
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Call Number CD: | FE/MJ. 19 440 |
NIM/NIDN Creators: | 43113110579 |
Uncontrolled Keywords: | harga, kualitas produk, citra merek dan keputusan pembelian |
Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas |
Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
Depositing User: | Dede Muksin Lubis |
Date Deposited: | 18 Nov 2021 06:27 |
Last Modified: | 25 May 2022 01:18 |
URI: | http://repository.mercubuana.ac.id/id/eprint/50286 |
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