PENGARUH CITRA MERK, KUALITAS PRODUK DAN HARGA DALAM MENENTUKAN KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Studi Kasus di Toyota AUTO2000)

AYUNINGTIAS, PUJA RANI NUR (2020) PENGARUH CITRA MERK, KUALITAS PRODUK DAN HARGA DALAM MENENTUKAN KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Studi Kasus di Toyota AUTO2000). S1 thesis, Universitas Mercu Buana Jakarta.

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01. COVER.pdf

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02. ABSTRACT.pdf

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03. LEMBAR PERNYATAAN.pdf

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04. LEMBAR PENGESAHAN.pdf

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05. KATA PENGANTAR.pdf

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06. DAFTAR ISI.pdf

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07. DAFTAR TABEL.pdf

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08. DAFTAR GAMBAR.pdf

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09. Daftar Lampiran.pdf

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10. BAB I.pdf

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11. BAB II.pdf

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13. BAB III.pdf

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13. BAB IV.pdf

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14. BAB V.pdf

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15. DAFTAR PUSTAKA.pdf

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16. Lampiran.pdf

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Abstract

This study revealed that there are four variables that aim to determine the effect of brand image, product quality and price in determining the purchase decision of Toyota Avanza cars. Respondents in this study were people who had bought Toyota Avanza cars. This research was conducted on 150 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that the price test does not have a significant effect in determining the purchase decision of Toyota Avanza cars. Brand image and product quality have a significant effect in determining the purchase decision of Toyota Avanza cars. Keywords: Brand Image, Product Quality, Price, Purchase Decision, Toyota Avanza. Penelitian ini mengungkapkan ada empat variabel yang bertujuan untuk mengetahui pengaruh citra merek, kualitas produk dan harga dalam menentukan keputusan pembelian mobil toyota avanza. Responden pada penelitian ini adalah masyarakat yang sudah membeli mobil toyota avanza. Penlitian ini dilakukan terhadap 150 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji harga tidak berpengaruh siginifikan dalam menentukan keputusan pembelian mobil toyota avanza. Citra merek dan kualitas produk berpengaruh signifikan dalam menentukan keputusan pembelian mobil toyota avanza. Kata Kunci : Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian, Toyota Avanza

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 587
NIM: 43115010400
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian, Toyota Avanza
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
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 > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 09 Jan 2020 02:02
Last Modified: 10 Jan 2020 03:01
URI: http://repository.mercubuana.ac.id/id/eprint/53378

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