PENGARUH GAYA HIDUP, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALL NEW FORTUNER

RIFAI, RIZQI MAULANA (2019) PENGARUH GAYA HIDUP, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALL NEW FORTUNER. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the Effect of Lifestyle, Brand Image and Product Quality on the Purchase Decision of the Toyota All New Fortuner. Data collected through 140 respondents who are consumers of PT. ASTRA INTERNAL TBK Auto 2000 Delivery Center. Questionnaire data collection techniques using the Ordinal measurement scale. The method used in this study is a causal analysis research method. The data analysis used is statistical analysis in the form of Structural Equation Modeling (SEM). In this study shows that Lifestyle variables and Brand Image variables do not significantly influence the Purchasing Decision. While the product quality variable has a significant effect on the Toyota All New Fortuner Purchase Decision. Keywords: Lifestyle, Brand Image, Product Quality, Purchasing Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Gaya Hidup, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Mobil Toyota All New Fortuner. Data dikumpulkan melalui 140 responden yang merupakan Konsumen dari PT. ASTRA INTERNAL TBK Auto 2000 Delivery Center. Teknik pengumpulan data berbentuk kuesioner dengan menggunakan skala pengukuran Ordinal. Metode yang digunakan pada penelitian ini adalah metode penelitian analisis kausal. Analisis data yang digunakan adalah analisis statistik dalam bentuk Structural Equation Modeling (SEM). Pada penelitian ini menunjukkan bahwa variabel Gaya Hidup dan variabel Citra Merek tidak berpengaruh secara signifikan terhadap Keputusan Pembelian. Sementara variabel kualitas produk berpengaruh secara signifikan terhadap Keputusan Pembelian Mobil Toyota All New Fortuner. Kata Kunci: Gaya Hidup, Citra Merek, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 419
NIM: 43112120367
Uncontrolled Keywords: Gaya Hidup, Citra Merek, Kualitas Produk, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 23 Oct 2019 07:29
Last Modified: 06 Jan 2020 08:17
URI: http://repository.mercubuana.ac.id/id/eprint/50032

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