ANALISIS KESADARAN MEREK, PERSEPSI KUALITAS DAN ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN ( Studi Kasus Pada Pelanggan CS Finance Cabang Tangerang )

SUTIKNO, SUTIKNO (2018) ANALISIS KESADARAN MEREK, PERSEPSI KUALITAS DAN ASOSIASI MEREK TERHADAP KEPUTUSAN PEMBELIAN ( Studi Kasus Pada Pelanggan CS Finance Cabang Tangerang ). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the positive and significant influences of brand awareness, perceived quality and brand association to purchasing decisions in CS Finance. Brand awareness of partial purchasing decisions, quality perceptions of purchasing decisions partially, and brand association of partial purchasing decisions, and positive and significant brand awareness, quality perceptions, brand awareness of purchasing decisions simultaneously. The population of this research is consumer from marketing area of Tangerang city. With the classification of consumers who have established a partnership financing motor vehicle loans in CS Finance with age between 18 s / d 55 years scattered in the marketing area of Tangerang city. While the number of samples from the total population of 500 consumers with 5 percent MOE at a confidence level of 5 percent based on tables Isaac and Michael were 206 samples. Quantitative analysis method by using multiple linear regression equation analysis, followed by determination analysis (R Square), partial hypothesis testing (t test) and simultaneous (F test). The result of the research shows that brand awareness, quality perception and brand association have positive and significant effect on purchasing decision either partially or simultaneously. Keyword : Build purchase decisions, brand awareness, quality perceptions, brand associations Penelitian ini bertujuan untuk menganalisis pengaruh positif dan signifikan dari variabel kesadaran merek, persepsi kualitas dan asosiasi merek terhadap keputusan pembelian pada CS Finance. Kesadaran merek terhadap keputusan pembelian secara parsial, persepsi kualitas terhadap keputusan pembelian secara parsial, dan asosiasi merek terhadap keputusan pembelian secara parsial, dan pengaruh positif dan signifikan kesadaran merek, persepsi kualitas, asosiasi merek terhadap keputusan pembelian secara simultan. Populasi penelitian ini adalah konsumen dari area pemasaran Tangerang. Dengan klasifikasi konsumen yang pernah menjalin kerjasama pembiayaan kredit kendaraan bermotor di CS Finance dengan umur antara 18 s/d 55 tahun yang tersebar di area pemasaran kota Tangerang. Sedangkan banyaknya sampel dari jumlah populasi 500 konsumen dengan MOE 5 persen pada tingkat kepercayaan 5 persen berdasarkan tabel Isaac dan Michael adalah 206 sampel. Metode analisis kuantitatif dengan menggunakan analisis persamaan regresi linear berganda, dilanjutkan dengan analisis determinasi (R Square), pengujian hipotesis secara parsial (uji t) dan simultan (uji F). Hasil penelitian menunjukkan bahwa kesadaran merek, persepsi kualitas dan asosiasi merek berpengaruh positif dan signifikan terhadap keputusan pembelian baik secara parsial maupun simultan. . Keyword : Membangun keputusan pembelian, kesadaran merek, persepsi kualitas, asosiasi merek

Item Type: Thesis (S2)
Call Number CD: CD/551. 18 066
NIM: 55115120080
Uncontrolled Keywords: Membangun keputusan pembelian, kesadaran merek, persepsi kualitas, asosiasi merek
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Virda Syifa
Date Deposited: 30 Oct 2018 04:04
Last Modified: 07 Nov 2018 02:18
URI: http://repository.mercubuana.ac.id/id/eprint/45329

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