PENGARUH HARGA, PERSEPSI KUALITAS, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN PADA PRODUK HONDA SPACY

ARIFKI, ARIFKI (2018) PENGARUH HARGA, PERSEPSI KUALITAS, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KONSUMEN PADA PRODUK HONDA SPACY. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the impact of Price, Perceived Quality and Brand Image on Consumer Purchase Decision through Purchase Intention on Honda Spacy Product (Case Study at PT Wahana Makmur Sejati). Population in this research is the entire citizen of Jakarta and Tangerang with age range 21 – 60 years. The sampling method used was convenience sampling. 190 were randomly selected to be respondents in this study through the questionnaire. The method of analysis used in this study is Structural Equation Model (SEM) with software Linear Structural Relationship (LISREL) version 8.80. The result of research shows that price affects positively and significantly on purchase intention, perceived quality affects positively and significantly on purchase intention, brand image affects positively and significantly on purchase decision, purchase intention affects positively and significantly on purchase decision, price affects negatively and significantly on purchase decision and Brand Image doesn’t affect directly on Honda Spacy Product Purchase intention. Key word: Price, Perceived Quality, Brand Image, Purchase Intention, Purchase Decision Penelitian ini bertujuan untuk menganalisis Pengaruh Harga, Persepsi Kualitas dan Citra Merek terhadap Keputusan Pembelian melalui Minat Beli Konsumen pada Produk Honda Spacy. Populasi dalam penelitian ini adalah seluruh penduduk di wilayah Jakarta dan Tangerang dengan rentang usia 21 – 60 tahun. Metode sampling yang digunakan adalah convenience sampling. Jenis data dalam penelitian ini adalah data primer yang diperoleh secara langsung dari hasil penyebaran kuesioner kepada 190 responden. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan software Linear Structural Relationship (LISREL) versi 8.80. Hasil penelitian menunjukkan bahwa harga berpengaruh positif dan signifikan terhadap minat beli, persepsi kualitas berpengaruh positif dan signifikan terhadap minat beli, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, minat beli berpengaruh positif dan signifikan terhadap keputusan pembelian, dan harga berpengaruh negatif dan signifikan terhadap keputusan pembelian. Hanya citra merek yang tidak memiliki pengaruh terhadap minat beli pada produk Honda Spacy. Kata kunci: Harga, Persepsi Kualitas, Citra Merek, Minat Beli, Keputusan Pembelian

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 18 077
Call Number:	TM/51/18/155
NIM/NIDN Creators:	55116110078
Uncontrolled Keywords:	Harga, Persepsi Kualitas, Citra Merek, Minat Beli, Keputusan Pembelian
Subjects:	300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional > 382.4 International Commerce by Product and Service/Perdagangan Internasional oleh Produk dan Layanan 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 700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang 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:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	26 Oct 2018 02:02
Last Modified:	16 Dec 2021 22:34
URI:	http://repository.mercubuana.ac.id/id/eprint/45223

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