JABAR, DODY SALMAN EL (2019) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN BRAND EQUITY TERHADAP MINAT BELI KONSUMEN MOBIL MAZDA DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is to determine the effect of product quality, price and brand equity perceptions on the buying interest of Mazda car consumers. The object of this study is consumers who are interested in buying cars in the DKI Jakarta area. This study was conducted on 190 respondents using a qualitative descriptive approach. Analysis of the data used in this study is statistical analysis in the form of multiple linear regression tests.The results of this study indicate that product quality variables have no significant effect on buying interest. While the price and brand equity perception variables have a significant effect on buying interest variables. This is evidenced from the results of the simultaneous test (f test) which shows the significant value of the three independent variables that support the hypothesis. Therefore, the results of the test from this study state that there are simultaneous influences between product quality variables, price perceptions, brand equity and consumer buying interest in Mazda cars in the DKI Jakarta area. Keyword: Quality Product, Price Perseption and Brand Equity, Buying Interest. Penelitian ini untuk mengetahui pengaruh kualitas produk, persepsi harga dan brand equity terhadap minat beli konsumen mobil Mazda. Objek penelitian ini adalah konsumen yang berminat membeli mobil di wilayah DKI Jakarta. Penelitian ini dilakukan terhadap 190 responden dengan menggunakan pendekatan deskriptif kualitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa variabel kualitas produk berpengaruh tidak signifikan terhadap minat beli. Sedangkan variabel persepsi harga dan brand equity berpengaruh signifikan terhadap variabel minat beli. Hal ini dibuktikan dari hasil uji simultan (uji f) yang menujukkan nilai signifikan dari tiga variabel bebas yang mendukung hipotesis. Oleh karena itu, hasil uji dari penelitian ini yang menyatakan bahwa terdapat pengaruh secara simultan antara variabel kualitas produk, persepsi harga, brand equity terhadap minat beli konsumen mobil Mazda di wilayah DKI Jakarta. Kata kunci: Kualitas Produk, Persepsi Harga, Brand Equity, Minat Beli.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 928 |
| Call Number: | SE/31/19/211 |
| NIM/NIDN Creators: | 43114110326 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Brand Equity, Minat Beli. |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 21 Nov 2021 13:53 |
| Last Modified: | 28 Jul 2023 06:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50467 |
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