PENGARUH CITRA MEREK, KUALITAS PRODUK DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT (Studi Kasus Wilayah Petukangan Utara)

FARAMITA, SYARAH (2018) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN IKLAN TELEVISI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT (Studi Kasus Wilayah Petukangan Utara). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to test empirically from several variabels that effect Purchase Decision. There are three variabels that is Brand Image, Product Quality and Television Advertising. This study uses 100 respondents in the north petukangan region were taken by purposive sampling method. Analysis tool used is multiple linear regression. The results showed that all the variables simultaneously Brand Image, Product Quality and Television Advertising are not significantly and affect positive of Purchase Decision. Keyword: Brand Image, Product Quality, Television Advertising, and Purchase Decisio Tujuan dari penelitian ini adalah untuk menguji secara empiris dari beberapa variabel yang mempengaruhi Keputusan Pembelian. Ada tiga variabel yaitu Citra Merek, Kualitas Produk dan Iklan Televisi. Penelitian ini menggunakan 100 responden di Wilayah Petukangan Utara yang diambil dengan metode purposive sampling. Alat analisis yang digunakan adalah regresi linier berganda. Hasil penelitian ini menunjukkan secara serempak semua variabel yaitu Citra Merek, Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan Iklan Televisi tidak berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Iklan Televisi dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 18 514
NIM: 43114010234
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Iklan Televisi dan 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
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 > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
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
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 20 Dec 2018 03:45
Last Modified: 09 Jan 2019 07:25
URI: http://repository.mercubuana.ac.id/id/eprint/46238

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