PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Pengguna Produk TRD di Jakarta Utara)

HABIBI, AHMAD (2019) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Pengguna Produk TRD di Jakarta Utara). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research is motivated by the number of interest to buy Toyota Car modification TRD/ TRD products compare with Toyota standard type car. Based on this information, this research is directed to know how to improve customer purchasing descision supported by increased brand image, price perception and product quality. This study was conducted on 106 respondents users of Toyota TRD Modification Car/ TRD Products in North Jakarta. Questions are given using a questionnaire consisting of closed questions about the variables studied in this research then analyzed use Structural Equation Modeling with LISREL Program (Linier Srtuctural Relationship). The result of this study indicate that the variable of brand image and price perception have positive and significant effect on purchace decision variable while the product quality variable has`t. Keywords : Brand Image, Price perception, Product Quality, Purchase Decision Penelitian ini dilatarbelakangi oleh banyaknya minat konsumen untuk membeli Mobil Toyota Modifikasi TRD/ Product TRD dibandingkan dengan mobil Toyota tipe standard. Berdasarkan hal tersebut, penelitian ini diarahkan untuk mengetahui bagaimana meningkatkan keputusan pembelian konsumen dengan didukung peningkatan citra merek, persepsi harga dan kualitas produk. Penelitian ini dilakukan terhadap 106 responden pengguna mobil Toyota modifikasi TRD/ produk TRD di Jakarta Utara. Pertanyaan diberikan menggunakan kuesioner terdiri dari pertanyaan tertutup mengenai variable-variable yang diteliti dalam penelitian ini, kemudian dianalisis Structural Equation Modeling dengan menggunakan program LISREL (Linier Structural Relationship). Hasil Penelitian ini menunjukkan bahwa variable citra merek dan persepsi harga berpengaruh positif dan signifikan terhadap variable keputusan pembelian, sedangkan variable kualitas produk tidak berpengaruh. Kata kunci: Citra Merek, Persepsi Harga, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number: SE/31/18/201
NIM: 43115110142
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Kualitas Produk, Keputusan Pembelian
Subjects: 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 > 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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 06 Mar 2019 07:00
Last Modified: 06 Mar 2019 07:00
URI: http://repository.mercubuana.ac.id/id/eprint/47793

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