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

ANDRIYANTO, HENDRI (2020) ANALISIS PENGARUH CITRA MEREK, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL LOW MPV MITSUBISHI XPANDER DI INDONESIA. S1-Sarjana 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-Sarjana)
Call Number: SE/31/19/403
NIM: 43115110351
Uncontrolled Keywords: Citra Merek, Promosi, Kualitas Produk, Keputusan Pembelian, Low MPV, Mitsubishi Xpander
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
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 > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu
600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu > 680.1-680.9 Standard Subdivisions of Manufacture For Specific Uses/Subdivisi Standar Dari Industri Pembuatan Produk Untuk Penggunaan Tertentu
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 11 Jul 2020 05:04
Last Modified: 11 Jul 2020 05:04
URI: http://repository.mercubuana.ac.id/id/eprint/52081

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