PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MOTOR HONDA BLADE

FAHROZI, MUHAMMAD (2020) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA MOTOR HONDA BLADE. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to determine the effect of brand image, product quality, and price on purchasing decisions. The object of this research was carried out on one of the duck motor products, namely Honda Blade. The data used are primary data using a sample of 100 respondents. The method of collecting data using purposive sampling method and research instrument is a questionnaire. Data were analyzed using IBM SPSS Statistics version 22 application to answer all influences between variable brand image, product quality, and price on purchasing decisions. The results of this study indicate that brand image, product quality determines significantly against purchasing decisions, while prices do not determine significantly against purchasing decisions, Keywords: brand image, product quality, price, purchase decision.Penelitian ini dilakukan untuk mengetahui pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian. Objek penelitian ini dilakukan pada salah satu produk motor bebek yaitu Honda Blade. 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, kualitas produk, dan harga terhadap keputusan pembelian. Hasil dari penelitian ini menunjukkan bahwa citra merek, kualitas produk berpengaruh signifikan terhadap keputusan pembelian, sedangkan harga tidak berpengaruh signifikan terhadap keputusan pembelian, Kata Kunci: citra merek, kualitas produk, harga, keputusan pembelian.

Item Type: Thesis (S1-Sarjana)
NIM: 43115010197
Uncontrolled Keywords: citra merek, kualitas produk, harga, keputusan pembelian.
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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait
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 > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama
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: 28 Feb 2020 04:36
Last Modified: 28 Feb 2020 04:36
URI: http://repository.mercubuana.ac.id/id/eprint/54652

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