PENGARUH CITRA MEREK, ATRIBUT PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP MINAT BELI PADA MOBIL DAIHATSU XENIA

FAZRIYATNA, WAHYU (2020) PENGARUH CITRA MEREK, ATRIBUT PRODUK, PERSEPSI HARGA, DAN PROMOSI TERHADAP MINAT BELI PADA MOBIL DAIHATSU XENIA. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh citra merek, atribut produk, persepsi harga, dan promosi terhadap minat beli. Objek penelitian ini dilakukan pada salah satu produk mobil MPV yaitu Daihatsu Xenia. Data yang digunakan adalah data primer menggunakan sample sebanyak 100 responden. Metode pengumpulan data dengan menggunakan metode purposive sampling dan instrument penelitian adalah kuesioner. Data dianalisis menggunakan aplikasi IBM SPSS Statistics versi 22 untuk menguji semua pengaruh antara variabel citra merek, atribut produk, persepsi harga, dan promosi terhadap minat beli. Hasil dari penelitian ini menunjukkan bahwa citra merek, atribut produk, dan promosi berpengaruh signifikan terhadap minat beli, sedangkan persepsi harga tidak berpengaruh signifikan terhadap minat beli, Kata Kunci: citra merek, atribut produk, persepsi harga, promosi, minat beli. This research was conducted to determine the effect of brand image, product attributes, price perception, and promotion of purchase intention. The object of this research was carried out on one of the MPV products, the Daihatsu Xenia. The data used are primary data using a sample of 100 respondents. Methods of data collection using a purposive sampling method and research instruments are questionnaires. Data were analyzed using IBM SPSS Statistics version 22 application to test all influences between brand image variables, product attributes, price perceptions, and promotion of purchase intention. The results of this study indicate that brand image, product attributes, and promotions have a significant effect on purchase intention, while the price perception does not significantly influence purchase intention, Keywords: brand image, product attributes, price perception, promotion, purchase intention.

Item Type: Thesis (S1-Sarjana)
NIM: 43115010241
Uncontrolled Keywords: brand image, product attributes, price perception, promotion, purchase intention.
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
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 > 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 > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 10 Feb 2020 05:05
Last Modified: 10 Feb 2020 05:05
URI: http://repository.mercubuana.ac.id/id/eprint/54201

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