PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Toyota Sienta Auto2000 Daan Mogot)

YULIASTUTI, FITRI (2021) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kasus Toyota Sienta Auto2000 Daan Mogot). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to determine the effect of Brand Image, Price and Product Quality on Consumer Purchasing Decisions (Case Study of Toyota Sienta Auto2000 Daan Mogot). This research was conducted on 170 respondents using a quantitative approach. Analysis of the data used is statistical analysis in the form of SEM-PLS. The results of this study indicate that the brand image variable has a positive effect on purchasing decisions, the price has a positive effect on purchasing decisions, product quality has a positive effect on purchasing decisions. Keywords: Brand Image, Price, Product Quality, Purchasing Decisions Penelitian ini dilakukan untuk mengetahui pengaruh Citra Merek, Harga dan Kualitas Produk terhadap Keputusan Pembelian Konsumen (Studi Kasus Toyota Sienta Auto2000 Daan Mogot). Penelitian ini dilakukan terhadap 170 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa variabel citra merek berpengaruh positif terhadap keputusan pembelian, harga berpengaruh positif terhadap keputusan pembelian, kualitas produk berpengaruh positif terhadap keputusan pembelian. Kata kunci: Citra Merek, Harga, Kulitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43116010061
Uncontrolled Keywords: Citra Merek, Harga, Kulitas Produk, Keputusan Pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 13 Jun 2024 01:41
Last Modified: 13 Jun 2024 01:41
URI: http://repository.mercubuana.ac.id/id/eprint/54682

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