PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (Studi Kasus Mahasiswa Di Universitas Mercu Buana Menteng)

IRMAWATI, DEWI (2017) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA (Studi Kasus Mahasiswa Di Universitas Mercu Buana Menteng). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian Sepeda Motor Yamaha di Universitas Mercu Buana Menteng. Populasi dalam penelitian ini adalah mahasiswa Mercu Buana Menteng yang menggunakan sepeda motor Yamaha dan mengetahui spesifikasi sepeda motor Yamaha. Sampel sebanyak 100 responden responden. Pengumpulan data dilakukan dengan cara membagikan kuesioner kepada responden yaitu mahasiswa Mercu Buana tentang kualitas produk, citra merek dan persepsi harga terhadap keputusan pembelian. Penelitian ini menggunakan metode Partial Least Square (PLS). Hasil pengujian menunjukan bahwa kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Sedangkan citra merek dan persepsi harga tidak berpengaruh signifikan terhadap keputusan pembelian.The purpose of this study was to determine the effect of the product quality, brand image and perception of price on purchase decisions Motorcycles Yamaha at the University of Mercu Buana Menteng. The population in this study were students Mercu Buana Menteng using motorcycles Yamaha and know the specifications of Yamaha motorcycles. A sample of 100 respondents respondents. The data collection is done by distributing questionnaires to the respondents, students Mercu Buana about product quality, brand image and perception of price on purchase decisions. This study uses Partial Least Square (PLS). The test results showed that the quality of products significantly influence purchasing decisions. While the brand image and perception of the price does not significantly influence the purchase decision.

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 17 072
NIM/NIDN Creators:	43112120265
Uncontrolled Keywords:	Kualitas Produk, Citra Merek dan Persepsi Harga Terhadap Keputusan Pembelian
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Admin Perpus UMB
Date Deposited:	28 Feb 2017 16:16
Last Modified:	21 Feb 2024 08:34
URI:	http://repository.mercubuana.ac.id/id/eprint/33010

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