KUSBIYANTARA, BENEDEKTUS WAHYU (2019) PENGARUH KUALITAS PRODUK, HARGA DAN CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK KYT PADA MASYARAKAT DI DAERAH JAKARTA TIMUR. S1 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) |
|---|---|
| Call Number CD: | FE/MJ. 19 887 |
| NIM/NIDN Creators: | 43114110219 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Citra Merk, Keputusan Pembelian, Masyarakat di Daerah Jakarta Timur |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) 600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan 600 Technology/Teknologi > 680 Manufacture For Specific Uses/Industri Pembuatan produk untuk penggunaan tertentu |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 20 Feb 2022 02:46 |
| Last Modified: | 17 Apr 2023 02:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56398 |
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