ANALISIS PENGARUH CITRA MEREK, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL LOW MPV MITSUBISHI XPANDER DI INDONESIA

ANDRIYANTO, HENDRI (2019) ANALISIS PENGARUH CITRA MEREK, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL LOW MPV MITSUBISHI XPANDER DI INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of brand image, promotion and product quality on the purchase decision Low MPV Cars Mitsubishi Xpander in Indonesia. The population in this study is consumers of Low MPV Cars Mitsubishi Xpander in Indonesia and the population is unknown. The sample used was 170 respondents, calculated based on the formula Hair et al. The sampling method uses purposive sampling. The method of collecting data uses a survey method, with the research instrument being a questionnaire. Data analysis method uses Partial Least Square. This study proves that brand image has a positive and significant effect on the purchase decision. Promotion has a positive and significant effect on the purchase decision. Product quality has a positive and significant effect on the purchase decision. Keywords: Brand Image, Promotion, Product Quality, Purchase Decision, Low MPV, Mitsubishi Xpander Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, promosi dan kualitas produk terhadap keputusan pembelian mobil Low MPV Mitsubishi Xpander. Populasi dalam penelitian ini adalah konsumen Low MPV Mitsubishi Xpander di Indonesia. Sampel yang dipergunakan adalah sebanyak 170 responden, dihitung berdasarkan rumus Hair et al. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrument penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian Kata Kunci: Citra Merek, Promosi, Kualitas Produk, Keputusan Pembelian, Low MPV, Mitsubishi Xpander

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 19 900
NIM/NIDN Creators:	43115110351
Uncontrolled Keywords:	Citra Merek, Promosi, Kualitas Produk, Keputusan Pembelian, Low MPV, Mitsubishi Xpander
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 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 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:	24 Nov 2021 14:27
Last Modified:	27 Feb 2024 07:36
URI:	http://repository.mercubuana.ac.id/id/eprint/50813

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