PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TOYOTA AVANZA (Studi Kasus Pada Pelanggan Auto 2000 Kebon Jeruk)

AKBAR, MOCHAMAD ALI (2019) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK TOYOTA AVANZA (Studi Kasus Pada Pelanggan Auto 2000 Kebon Jeruk). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research to know the influence of the product quality, the brand image and the Price to purchase decision on Toyota Avanza product. This reasearch was done to 100 respondents with using quesioner. Because the data analysis used statistical analysis in the from of multiple linear analysis. The result of thos study indicate that product quality has influence positive the purchase decision, brand image not influence the purchase decision, price has influence positive the purchase decision. Keywords: Product Quality, Brand Image, Price, and Purchase Decision Penelitian ini bertujuan untuk mengetahui “Pengaruh Kualitas Produk, Citra Merek, dan Harga terhadap Keputusan Pembelian pada produk Toyota Avanza”. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan kuesioner. Karena ini analisis data yang digunakan adalah analisis statistik dalam bentuk analisis linier berganda. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif terhadap keputusan pembelian, citra merek tidak berpengaruh terhadap keputusan pembelian, Harga berpengaruh positif terhadap keputusan pembelian. Kata Kunci: KualitasProduk, Citra Merek, Harga, dan Keputusan Pembelian

Item Type: Thesis (S1)
Call Number: SE/31/18/414
NIM: 43114010076
Uncontrolled Keywords: KualitasProduk, Citra Merek, Harga, dan Keputusan Pembelian
Subjects: 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: 22 Mar 2019 02:21
Last Modified: 22 Mar 2019 02:21
URI: http://repository.mercubuana.ac.id/id/eprint/48075

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