EFFENDY, ANDRIEN JUNIOR (2018) PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR YAMAHA. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HALAMAN COVER)
1. Halaman Judul.pdf Download (115kB) | Preview |
|
|
Text (ABSTRAK)
4. Abstrak.pdf Download (105kB) | Preview |
|
|
Text (LEMBAR PERNYATAAN)
2. Surat Pernyataan.pdf Download (124kB) | Preview |
|
|
Text (LEMBAR PENGESAHAN)
3. Lembar Pengesahan.pdf Download (193kB) | Preview |
|
|
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf Download (178kB) | Preview |
|
|
Text (DAFTAR ISI)
6. Daftar Isi.pdf Download (106kB) | Preview |
|
|
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf Download (104kB) | Preview |
|
|
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf Download (101kB) | Preview |
|
|
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf Download (101kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB 1)
10. Bab 1.pdf Restricted to Registered users only Download (276kB) |
|
|
Text (BAB 2)
11. Bab 2.pdf Restricted to Registered users only Download (311kB) |
|
|
Text (BAB 3)
12. Bab 3.pdf Restricted to Registered users only Download (252kB) |
|
|
Text (BAB 4)
13. Bab 4.pdf Restricted to Registered users only Download (257kB) |
|
|
Text (BAB 5)
14. Bab 5.pdf Restricted to Registered users only Download (156kB) |
|
|
Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf Restricted to Registered users only Download (188kB) |
|
|
Text (LAMPIRAN)
16. Lampiran.pdf Restricted to Registered users only Download (409kB) |
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 kata-kata, 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.
Actions (login required)
 |
View Item |
