HERLAMBANG, RUDY TANJUNG (2021) ANALISIS HARGA, KUALITAS, PROMOSI DAN BRAND TRUST TERHADAP MINAT BELI HONDA VARIO 150 CC. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research was conducted to analyze the effect of Price, Perceived Quality, and Promotion on Purchase Intention on Honda Vario 150CC products with Intervening Brand Trust at PT Wahana Makmur Sejati. The data used in this study is questionnaire data taken from 200 respondents using convenience sampling. Meanwhile, the data analysis was performed using quantitative statistics using Structural Equation Modeling (SEM) assisted by LISREL version 9.2 software. The results showed that Price, Perceived of Quality and Promotion had a significant effect on Brand Trust, and also Brand Trust had a significant effect on Consumer Purchase Intention. In the research results, the direct and indirect relationship, both Price, Perceived of Quality and Promotion, directly have a significant effect on the purchase intention of Vario 150CC. However, the variable Price and Perceived Quality indirectly through Brand Trust does not have a significant effect on consumer Purchase Intention. The results of this research can be used as a reference both academically and practically in implementation management by PT WAHANA MAKMUR SEJATI. Keywords: Price, Perceived Quality, Promotion, Brand Trust, Purchase Intention Penelitian ini dilakukan untuk menganalisa pengaruh Harga, Persepsi Kualitas dan Promosi terhadap Minat Beli pada produk Honda Vario 150CC dengan Intervening Brand Trust di PT Wahawa Makmur Sejati. Data yang digunakan pada penelitian ini adalah data kuesioner yang diambil dari 200 responden menggunakan Convenience Sampling. Sedangkan Analisa data dilakukan secara kuantitatif statistik secara Structural Equation Modeling (SEM) dibantu dengan software LISRELversi 9.2. Hasil penelitian menunjukkan bahwa Harga, Persepsi Kualitas dan Promosi berpengaruh signifikan terhadap Brand Trust, dan juga Brand Trust berpengaruh signifikan terhadap Minat Beli Konsumen. Pada hasil penelitan hubungan langsung dan tidak langsung, baik Harga, Persepsi Kualitas dan juga Promosi secara langsung berpengaruh signifikan terhadap Minat beli Vario 150CC. Akan tetapi, variable Harga dan Persepsi Kualitas secara tidak langsung melalui Brand Trust tidak berpengaruh signifikan terhadap Minat Beli konsumen. Hasil penelitian ini dapat dijadikan acuan baik secara akademik ataupun praktisi dalam manajemen implementasi oleh PT WAHANA MAKMUR SEJATI. Keywords : Harga, Persepsi Kualitas, Promosi, Brand Trust, Minat Beli
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