PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO M3 (Studi Kasus Pada Pembeli sepeda motor Yamaha Mio M3 di Kembangan, Jakarta Barat)

ALAMSYAH, BAGAS YUDHISTIRA (2018) PENGARUH HARGA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA MIO M3 (Studi Kasus Pada Pembeli sepeda motor Yamaha Mio M3 di Kembangan, Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The object of this research is Motorbike Yamaha Mio M3. The subject of this research was customer who buys the motorbike Yamaha Mio M3. This study is to determine the effect of Price and Brand image on the Purchase Decision of motorbike Yamaha Mio M3. This study was conducted on 100 respondents using a quantitative descriptive analysis approach. Therefore, the data analysis used is statistical analysis in the form of a linear linear regression test.The results of this study state that partially the Price variable has a not have a positive and significant effect on Purchase Decisions with sig values. amounting to 0.158 <0.05. Brand Image variable does a positive and significant effect on Purchase Decisions with sig values. amounting to 0.000> 0.05. It can be suggested that Apple must increase the creativity of Brand Image and adjust the price to be able to compete with other brands. Keywords: Brand Image, Price, Purchase Decision Objek Penelitian ini adalah produk Yamaha Mio M3. Subjek Penelitian ini adalah Pengguna sepeda motor Yamaha Mio M3 di Kembangan, Jakarta Barat. Penelitian ini untuk mengetahui pengaruh Harga dan Citra Merek TerhadAp Keputusan Pembelian sepeda motor Yamaha Mio M3. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan analisis deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linearberganda.Hasil penelitian ini menyatakan bahwa secara parsial variabel Harga tidak berpengaruh secara signifikan terhadap Keputusan Pembelian dengan nilai sig. sebesar 0,158 < 0,05. Variabel Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai sig. sebesar 0,000> 0,05. Dapat disarankan Yamaha harus tetap melakukan penyesuaian Harga dan meningkatkan kreatifitas Citra Merek untuk mampu bersaing dengan merek lain. Kata kunci : Harga,Citra Merek, Terhadap Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 521
NIM: 43114010094
Uncontrolled Keywords: Harga,Citra Merek, Terhadap Keputusan Pembelian.
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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 12 Nov 2018 03:08
Last Modified: 09 Jan 2019 08:00
URI: http://repository.mercubuana.ac.id/id/eprint/45536

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