PERAN BRAND IMAGE, KUALITAS PRODUK DAN KUALITAS JASA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di PT. Kawasaki Motor Indonesia)

NINGSIH, RATNA (2020) PERAN BRAND IMAGE, KUALITAS PRODUK DAN KUALITAS JASA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus di PT. Kawasaki Motor Indonesia). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The main objective of this study was to determine determine the role of brand image, product quality, and service quality on purchasing decisions of PT. Kawasaki Motor Indonesia by using quantitative-descriptive approach. Data were collected from 180 respondents who were consumers of PT. Kawasaki Motor Indonesia. Data analysis in this study use alternative methods of structural equation modeling (SEM) which is partial least square (PLS). The first phase of the current study is to validate each variable’s question as well as it’s reliabilities. The second phase is to test the relationships among the effect brand image, product quality, and service quality towards purchasing decisions. The outcomes of this present study have shown that the brand image and product quality have positive and significant effects while service quality although has positive effect, however, it was not significant enough. Keywords: Brand Image, Product Quality, Quality of Services, Purhasing Decisions Tujuan utama dari penelitian ini adalah untuk mengetahui peran brand image, kualitas produk, dan layanan jasa terhadap keputusan pembelian di PT. Kawasaki Motor Indonesia dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian diperoleh dari 180 responden yang merupakan konsumen PT. Kawasaki Motor Indonesia. Analisis data dalam penelitian ini menggunakan metode alternatif dari structural equation modeling (SEM) yaitu partial least square (PLS). Tahap pertama dalam penelitian ini untuk menguji validitas pertanyaan setiap variabel berikut dengan reliabilitasnya. Tahap kedua menguji hubungan antara brand image, kualitas produk, dan layanan jasa terhadap keputusan pembelian. Hasil dari penelitian ini menyatakan bahwa variabel brand image dan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian sementara variabel layanan jasa berpengaruh positif namun tidak cukup signifikan. Kata Kunci: Brand image, Kualitas Produk, Kualitas Jasa, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43114120345
Uncontrolled Keywords: Brand image, Kualitas Produk, Kualitas Jasa, Keputusan Pembelian
Subjects: 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 > 069.1 Museum Services to Patrons/Layanan Museum untuk Pelanggan > 069.15 Instruction Services/Jasa Instruksi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 338 Production, Industrial Economics/Produksi, Ekonomi Industri > 338.4 Secondary Industries and Services/Industri dan Jasa Sekunder
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Mar 2020 02:15
Last Modified: 09 Mar 2020 02:15
URI: http://repository.mercubuana.ac.id/id/eprint/54511

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