PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SONIC 150R (Studi Kasus Pada Konsumen Sepeda Motor Honda Sonic 150R di Wilayah Kecamatan Kebayoran Lama, Jakarta Selatan)

RUSTANTO, DIYAN (2019) PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SONIC 150R (Studi Kasus Pada Konsumen Sepeda Motor Honda Sonic 150R di Wilayah Kecamatan Kebayoran Lama, Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the Influence of Product Quality, Price, and Brand Image on the Decision of Purchasing of Honda Sonic 150R (case study on Honda Sonic 150R motorcycle user in Kebayoran Lama, South Jakarta). Sampling technique in this research is Convenience Sampling. Respondents in this study as many as 150 respondents from consumers who use Honda motorcycles 150R. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tool. The results of research that has been obtained after testing the Structural Model / Hypothesis Test (Inner Model) shows that Product Quality, Price and Brand Image Affects Purchase Decision. Product Quality Variables have positive and significant effect to Purchase Decision with value of t-statistics 3,424> 1,96. Price variables have positive and significant effect on Purchase Decision with t-statistic value 3,138> 1,96. Brand Image Variable have positive and significant effect to Purchase Decision with t-statistic value 3,919> 1,96. Key words: Product Quality, Price, Brand Image, Purchase Decision, Structural Equation Model (SEM), Partial Least Square (PLS) Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Kualitas Produk, Harga, dan Citra Merek Terhadap Keputusan Pembelian sepeda motor Honda Sonic 150R (Studi kasus pada pengguna sepeda motor Honda Sonic 150R di kecamatan Kebayoran Lama, Jakarta Selatan). Teknik pengambilan sampel dalam penelitian ini yaitu Convenience Sampling. Responden dalam penelitian ini sebanyak 150 responden dari konsumen yang menggunakan sepeda motor Honda 150R. Pendekatan yang di gunakan pada penelitian ini adalah Struktural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian yang telah didapatkan setelah melakukan pengujian Model Struktural/Uji Hipotesis (Inner Model) menunjukkan bahwa Kualitas Produk, Harga dan Citra Merek berpengaruh Terhadap Keputusan Pembelian. Variabel Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai Nilai t-statistik 3.424> 1,96. Variabel Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai t-statistik 3.138 > 1,96. Variabel Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian dengan nilai t-statistik 3.919> 1,96. Kata kunci : Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian, Struktural Equation Model (SEM), Partial Least Square(PLS).

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 065
NIM: 43113010047
Uncontrolled Keywords: Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian, Struktural Equation Model (SEM), Partial Least Square(PLS).
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 > 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 > 005.435 Memory Management Programs/Program Manajemen Memori
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 01 Feb 2019 01:58
Last Modified: 06 Feb 2019 03:32
URI: http://repository.mercubuana.ac.id/id/eprint/46993

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