PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PCX 150 (Studi Pada Konsumen Motor di Cengkareng, Jakarta barat)

WISMALA, ISKANDAR PUTRA (2020) PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PCX 150 (Studi Pada Konsumen Motor di Cengkareng, Jakarta barat). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The object of this research is Motorbike Honda Pcx 150. The subject of this research was customer who buys the motorbike Honda PCX 150. This study is to determine the effect of Price, Quality Product and Brand image on the Purchase Decision of motorbike Honda PCX 150. This study was conducted on 120 respondents using a quantitative descriptive analysis approach. Therefore, the data analysis used is statistical analysis in the form of a linear linear regression test.The results of this study state that partially the Price variable has a not have a positive effect on Purchase Decisions with sig values. amounting to. Quality Product variable does a positive and significant effect on Purchase Decisions with sig values. amounting to.Brand Image variable does a positive and significant effect on Purchase Decisions with sig values. amounting to. It can be suggested that Apple must increase the creativity of Brand Image and adjust the price to be able to compete with other brands. Keywords:Price, Product Quality, Brand Image, Purchase Decision. Penelitin ini bertujuan untuk mengetahui Harga, Kualitas Produk, Citra Merekterhadap kepuasan konsumen motor Honda PCX. Responden pada penelitian ini dilakukan terhadap 120 responden yang tersebar di wilayah Jakarta Barat dengan menggunakan pendekatan kuantitatif. Analisis yang digunakan adalah analisis regresi linear berganda dengan alat bantu software statistic SPSS. Hasil penelitian ini menunjukan bahwa variable Harga tidak berpengaruh terhadap keputusan pembelian, variabel Kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, variable Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Dapat dapat disarankan Honda harus tetap melakukan penyesuaian harga dan meningkatkan kretifitas Citra Merek untuk mampu bersaing dengan merek lain. Kata kunci : Harga, Kualitas Produk, Citra Merek, Terhadap, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43114010428
Uncontrolled Keywords: Harga, Kualitas Produk, Citra Merek, Terhadap, 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
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
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: 15 Aug 2020 06:31
Last Modified: 15 Aug 2020 06:31
URI: http://repository.mercubuana.ac.id/id/eprint/56682

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