PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PELAYANAN PURNA JUAL, TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA

SAPUTRA, PUTU BAYU ANDRI (2019) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PELAYANAN PURNA JUAL, TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to determine the effect of Brand Image, product quality, and After-Sales Service Advisor on purchasing decisions. The object of this research is Car Purchase in Kebayoran Lama South Jakarta. This study was conducted on 100 respondents with a quantitative descriptive approach. Therefore, the data analysis used is the Analysis of Multiple Linear Regression Statistics. The hypothesis test result show that Brand Image variables have a positive and significant effect on Toyota Avanza Purchasing Decisions, Product Quality have a positive and significant effect on Toyota Avanza Purchasing Decisions, and After-Sales Service Advisor have positive and significant effect on Toyota Avanza Purchasing Decisions at Kebayoran Lama, South Jakarta. Keywords: Brand Image, Product Quality, After-Sales Service Advisor, To Purchase Decisions. Penelitian ini untuk mengetahui pengaruh Citra Merek, Kualitas Produk, , dan Pelayanan Purna Jual Terhadap Keputusan Pembelian. Objek Penelitian ini adalah pembelian mobil Toyota Avanza di wilayah Kebayoran Lama Jakarta Selatan. Penelitian ini dilakukan terhadap 100 responden dengan pendekatan deskriptif kuantitatif. Oleh karena itu, analisis data yang digunakan adalah Analisis Statistik Regresi Linier Berganda. Hasil uji hipotesis menunjukkan bahwa variabel Citra Merek memiliki pengaruh positif dan signifikan terhadap keputusan pembelian mobil Toyota Avanza, Kualitas Produk memiliki pengaruh positif dan signifikan terhadap keputusan pembelian mobil Toyota Avanza, dan Pelayanan Purna Jual memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Mobil Toyota Avanza di wilayah Kebayoran Lama Jakarta Selatan. Kata kunci : Citra Merek, Kualitas Produk, Pelayanan Purna Jual, Terhadap Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 381
NIM: 43114010205
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Pelayanan Purna Jual, Terhadap Keputusan Pembelian.
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
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
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: Dede Muksin Lubis
Date Deposited: 05 Dec 2019 03:03
Last Modified: 06 Jan 2020 07:17
URI: http://repository.mercubuana.ac.id/id/eprint/52532

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