PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA

EFENDY, ANDRIEN JUNIOR (2019) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, price, brand image on Yamaha motorbike purchasing decisions (a case study of the new Johar community in Central Jakarta district). This study was conducted on 160 respondents. The sampling technique used was convinence sampling, while the analytical tool used was statistical product and service solutions (SPSS). Hypothesis Testing Results show that the product quality variable has a significant effect on the purchase decision variable. That is, if the product can satisfy consumers, consumers will give a positive assessment of the product. Price variables have a significant effect on the purchase decision variable. That is, the consumer point of view says prices are often used as an indicator of value when the price is associated with the perceived benefits of an item or service. And brand image variables have a significant effect on purchasing decisions, meaning that Brand Image is a sign or symbol that gives the identity of a particular item or service that can be in the form of words, pictures or a combination of both. The research model tested in this study was able to meet the criteria for model feasibility testing. Keywords ; Product quality, price, brand image, purchasing decision Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, citra merek terhadap keputusan pembelian motor Yamaha ( studi kasus masyarakat johar baru kecamatan Jakarta pusat). Penelitian ini dilakukan terhadap 160 responden. Teknik pengambilan sampel yang digunakan adalah convinence sampling, sedangkan alat analisis yang digunakan adalah statistical product and service solutions (SPSS). Hasil Pengujian Hipotesis menunjukan bahwa variabel Kualitas produk berpengaruh signifikan terhadap variabel keputusan pembelian. Artinya, Apabila produk tersebut dapat memuaskan konsumen maka konsumen akan memberikan penilaian yang positif terhadap produk tersebut. Variabel harga berpengaruh signifikan terhadap variabel keputusan pembelian. Artinya, sudut pandang konsumen mengatakan harga seringkali digunakan sebagai indikator nilai bilamana harga tersebut dihubungkan dengan manfaat yang dirasakan atas suatu barang atau jasa. Dan variable citra merek berpengaruh signifikan terhadap keputusan pembelian, Artinya bahwa Citra Merek adalah Suatu tanda atau simbol yang memberikan identitas suatu barang atau jasa tertentu yang dapat berupa katakata, gambar atau kombinasi keduanya. Model penelitian yang diuji dalam penelitian ini mampu memenuhi kriteria pengujian kelayakan model. Kata Kunci ; Kualitas produk, harga, citra merek, keputusan pembelian.

Item Type: Thesis (S1)
NIM: 43113010402
Uncontrolled Keywords: Kualitas produk, harga, citra merek, 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: 14 Jun 2019 02:44
Last Modified: 14 Jun 2019 02:44
URI: http://repository.mercubuana.ac.id/id/eprint/48920

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