AISYAH, INDA PURNA DEWI (2020) PENGARUH CITRA MEREK, INOVASI PRODUK, DAN HARGA TERHADAP MINAT BELI MOBIL TOYOTA CALYA (Studi Kasus Pada Pembeli Mobil Toyota Calya Di Daerah DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of brand image, product innovation, and price on consumer buying interest. Data collection in this study was carried out by using a questionnaire technique, respondents used in this study were customers in the Jakarta area who had purchased a Toyota Calya of 155 respondents. The method of data analysis in this study used the Structural Equation Model (SEM) with Lisrel 8.8. The results revealed that brand image, product innovation, and price significantly influence consumer buying interest. Keywords: Brand Image, Product Inovation, Price, Buying Interest. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, inovasi produk, dan harga terhadap minat beli konsumen. Pengambilan data dalam penelitian ini dilakukan dengan teknik kuesioner, responden yang digunakan dalam penelitian ini yaitu pelanggan yang berada di daerah Jakarta yang telah membeli mobil Toyota Calya sebanyak 155 responden. Metode analisis data yang pada penelitian ini menggunakan Structural Equation Model (SEM) dengan Lisrel 8.8. Hasil penelitian mengungkapkan bahwa citra merek, inovasi produk, dan harga berpengaruh signifikan terhadap minat beli konsumen. Kata Kunci: Citra Merek, Inovasi Produk, Harga, Minat Beli.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 204 |
| NIM/NIDN Creators: | 43114110415 |
| Additional Information: | Brand Image, Product Inovation, Price, Buying Interest. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial 700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 728 Residential and Related Buildings/Perumahan > 728.7 Vacation Houses, Cabins, Hunting Lodges, Houseboats, Mobile Homes/Penginapan, Kabin, Rumah Perahu > 728.79 Mobile Homes/Rumah Mobil |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 03 Jan 2022 02:35 |
| Last Modified: | 25 Mar 2022 03:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/53403 |
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