PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Studi Kasus Masyarakat Jakarta Barat)

SURYANTO, RIZKY (2019) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Studi Kasus Masyarakat Jakarta Barat). S1 thesis, Universitas Mercu Buana.

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Abstract

This study aims to determine the effect of brand image, price and product quality to the purchase decision (Case Study In West Jakarta Community). This study was conducted on 200 respondents. The sampling technique used is Convenience sampling, while the analytical tool used is Structural Equation Modeling (SEM) in Lisrel Program. Result of Hypothesis Testing showed that brand image variable significantly influence to purchase decision variable. That is, a good brand image can give a good impression as well so it can create purchase decisions. Price variables significantly influence purchasing decisions. This means that the determination of the appropriate price with the products obtained will affect consumers to make a purchase. Product quality variables affect purchasing decisions This means good quality will create a buying decision. The research model tested in this research is able to meet the criteria of model feasibility testing. Keywords; Brand Image, Price, Product Quality, Purchase Decision, Toyota Avanza. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, harga dan kualitas produk terhadap keputusan pembelian (Studi Kasus Pada Masyarakat Jakarta Barat). Penelitian ini dilakukan terhadap 200 responden. Teknik pengambilan sampel yang digunakan adalah Convenience sampling, sedangkan alat analisis yang digunakan adalah Structural Equation Modeling (SEM) pada Program Lisrel. Hasil Pengujian Hipotesis menunjukan bahwa variabel citra merek berpengaruh signifikan terhadap variabel keputusan pembelian. Artinya, citra merek yang baik mampu memberikan kesan yang baik juga sehingga dapat menciptkan keputusan pembelian. Variabel harga berpengaruh signifikan terhadap keputusan pembelian. Artinya penetapan harga yang sesuai dengan produk yang didapat maka akan mempengaruhi konsumen untuk melakukan pembelian. Variabel kualitas produk berpengaruh terhadap keputusan pembelian Artinya kualitas yang baik akan menciptakan sebuah keputusan pembelian. Model penelitian yang diuji dalam penelitian ini mampu memenuhi kriteria pengujian kelayakan model. Kata Kunci; Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian, Toyota Avanza

Item Type: Thesis (S1)
Call Number: SE/31/18/423
NIM: 43113010137
Uncontrolled Keywords: Citra Merek, Harga, Kualitas Produk, Keputusan Pembelian, Toyota Avanza
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: 13 May 2019 03:53
Last Modified: 13 May 2019 03:53
URI: http://repository.mercubuana.ac.id/id/eprint/47947

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