PENGARUH CITRA MEREK, PERSEPSI KUALITAS DAN HARGA TERAHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Speda Motor Matic Yamaha di Kota Tangerang)

SISIWANTO, REGI URIP (2019) PENGARUH CITRA MEREK, PERSEPSI KUALITAS DAN HARGA TERAHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Speda Motor Matic Yamaha di Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influences brand image, perceived quality and price toword purchasing decision of Yamaha matic motorcycly. Research design used in this study is the descriptive quantitative approach. The object of the study is 149 respondances and the sample was selected by using convenience sampling technique and analyze regretion linear with Statistical Product Solution of Service (SPSS) program. The result of the study showed that brand image, perceived quality and price influenced in purchasing decision. Keywords: brand image, perceived price, perceived quality, purchase decision Penelitian ini bertujuan untuk menganalisa citra merek, persepsi kualitas dan harga berpengaruh terhadap keputusan pembelian sepeda motor matic Yamaha. Desain penelitian ini menggunakan deskriptif quantitative. Objek penelitiannya adalah 149 responden dan teknik sampel menggunakan convenience sampling dan analisa regresi linear dengan program Statistical Product Solution of Service (SPSS). Hasil penelitian ini menunjukkan bahawa citra merek, persepsi kualitas dan harga berpengaruh terhadap keputusan pembelian. Katakunci: citra merek, keputusan pembelian, persepsi kualitas, persepsi harga

Item Type: Thesis (S1)
NIM: 43111010075
Uncontrolled Keywords: citra merek, keputusan pembelian, persepsi kualitas, persepsi harga
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
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 > 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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Mar 2019 04:17
Last Modified: 22 Mar 2019 04:17
URI: http://repository.mercubuana.ac.id/id/eprint/48084

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