PRASINDO, FIKRAN (2019) PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR KAWASAKI NINJA 250 ABS (Studi Kasus Pada Masyarakat Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine the effect of price, brand image and product quality on the purchase decision of the 250 ABS kawasaki ninja motorcycle. The subjects in this study were consumers who used the 250 ABS kawasaki ninja motorcycle. The sample used in this study amounted to 200 respondents. The sampling technique uses purposive sampling. By using quantitative descriptive. The data analysis used is statistical analysis in the form of Structural Equation Modeling (SEM)-Partial Least Square (PLS). The results of this study showed a positive and significant assessment of the purchasing decisions of Kawasaki Ninja 250 ABS products, a positive and significant brand image on the purchasing decisions of Kawasaki Ninja 250 ABS products and a significant positive product quality towards the Kawasaki Ninja 250 ABS motorcycle purchasing decisions. Keywords: Price, Brand Image, Product Quality, Purchasing Decision Penelitian ini bertujuan untuk mengetahui pengaruh harga, citra merek dan kualitas produk terhadap keputusan pembelian motor kawasaki ninja 250 ABS. Subjek pada penelitian ini adalah konsumen yang menggunakan motor kawasaki ninja 250 ABS. Sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk Structural Equation Modeling (SEM) – Partial Least Square (PLS). Hasil penelitian ini menunjukan bahwa harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk motor kawasaki ninja 250 ABS, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian produk motor kawasaki ninja 250 ABS dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian motor kawasaki ninja 250 ABS. Kata kunci: Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 991 |
| NIM/NIDN Creators: | 43115010359 |
| Uncontrolled Keywords: | Harga, Citra Merek, Kualitas Produk, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 24 Nov 2021 18:39 |
| Last Modified: | 04 Nov 2023 02:43 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50834 |
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