PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR KAWASAKI NINJA 250 ABS

PRASINDO, FIKRAN (2020) PENGARUH HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR KAWASAKI NINJA 250 ABS. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
1. Halaman Judul.pdf

Download (216kB) | Preview
[img]
Preview
Text (ABSTRAK)
4. Abstrak.pdf

Download (235kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
2. Surat Pernyataa.pdf

Download (210kB) | Preview
[img]
Preview
Text (LEMBAR PENGESAHAN)
3. Lembar Pengesahan.pdf

Download (264kB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf

Download (252kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
6. Daftar Isi.pdf

Download (291kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
7. Daftar Tabel.pdf

Download (250kB) | Preview
[img]
Preview
Text (DAFTAR GAMBAR)
8. Daftar Gambar.pdf

Download (203kB) | Preview
[img]
Preview
Text (DAFTAR LAMPIRAN)
9. Daftar Lampiran.pdf

Download (203kB) | Preview
[img] Text (BAB I)
10. Bab 1.pdf
Restricted to Registered users only

Download (450kB)
[img] Text (BAB II)
11. Bab 2.pdf
Restricted to Registered users only

Download (629kB)
[img] Text (BAB III)
12. Bab 3.pdf
Restricted to Registered users only

Download (530kB)
[img] Text (BAB IV)
13. Bab 4.pdf
Restricted to Registered users only

Download (633kB)
[img] Text (BAB V)
14. Bab 5.pdf
Restricted to Registered users only

Download (258kB)
[img] Text (DAFTAR PUSTAKA)
15. Daftar Pustaka.pdf
Restricted to Registered users only

Download (304kB)
[img] Text (LAMPIRAN)
16. Lampiran.pdf
Restricted to Registered users only

Download (978kB)

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-Sarjana)
Call Number: SE/31/19/334
NIM: 43115010359
Uncontrolled Keywords: Harga, Citra Merek, Kualitas Produk, Keputusan Pembelian
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 16 Sep 2020 07:09
Last Modified: 16 Sep 2020 07:09
URI: http://repository.mercubuana.ac.id/id/eprint/51169

Actions (login required)

View Item View Item