PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK KYT PADA MASYARAKAT DI DAERAH JAKARTA TIMUR

KUSBIYANTARA, BENEDEKTUS WAHYU (2020) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK KYT PADA MASYARAKAT DI DAERAH JAKARTA TIMUR. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to determine the effect of Product Quality, Price and Brand Image on the Purchase Decision of KYT Brand Helmets for Communities in East Jakarta. This research was conducted on 190 respondents using a quantitative descriptive approach. The results of this study use product quality variables that have a positive and significant effect on purchasing decisions, price variables have a positive and significant effect on purchasing decisions, brand image variables have a positive and significant effect on purchasing decisions. The approach used in this research is Partial Least Square (PLS). Therefore the results of this study state that there is a joint effect between product quality, price, brand image on the decision to purchase a KYT brand helmet on the community in East Jakarta. Keywords: Product Quality, Price, Brand Image, Purchasing Decisions, Communities in East Jakarta Penelitian ini untuk mengetahui pengaruh Kualitas Produk, Harga dan Citra Merk (Brand Image) terhadap Keputusan Pembelian Helm Merk KYT Pada Masyarakat di Daerah Jakarta Timur. Penelitian ini dilakukan terhadap 190 responden dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menggunakan variable kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, variable harga berpengaruh positif dan signifikan terhadap keputusan pembelian, variable citra merk berpengaruh positif dan signifikan terhadap keputusan pembelian. Pendekatan yang digunakan dalam penelitian ini adalah Partial Least Square (PLS). Oleh karena itu hasil penelitian ini menyatakan bahwa terdapat pengaruh secara bersama-sama antara kualitas produk, harga, citra merk terhadap keputusan pembelian helm merk KYT pada masyarakat di daerah Jakarta Timur. Kata Kunci: Kualitas Produk, Harga, Citra Merk, Keputusan Pembelian,Masyarakat di Daerah Jakarta Timur

Item Type: Thesis (S1-Sarjana)
NIM: 43114110219
Uncontrolled Keywords: Kualitas Produk, Harga, Citra Merk, Keputusan Pembelian,Masyarakat di Daerah Jakarta Timur
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.2 Plant Management/Manajemen Pabrik
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 Jun 2020 04:30
Last Modified: 30 Jun 2020 04:30
URI: http://repository.mercubuana.ac.id/id/eprint/56117

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