PERAN CITRA MEREK MEMEDIASI PENGARUH KUALITAS PRODUK, PELAYANAN, DAN HARGA TERHADAP MINAT BELI MOBIL DAIHATSU XENIA

MELATI, TRI AJENG (2021) PERAN CITRA MEREK MEMEDIASI PENGARUH KUALITAS PRODUK, PELAYANAN, DAN HARGA TERHADAP MINAT BELI MOBIL DAIHATSU XENIA. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to determine the effect of product quality, service and price in influencing purchase intention, as well as to determine the role of brand image mediating the effect of product quality, service and price on purchase interest in the Daihatsu Xenia brand in South Tangerang. The sample used in this study were 190 respondents. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS). The results of this study indicate that product quality, service quality, and price are proven to have a positive and significant effect on brand image. Product Quality and Service Quality are proven to have a positive but insignificant effect on Purchase Intention. Price and Brand Image are proven to have a positive and significant effect on Purchase Intention, Brand image is proven to fully mediate the relationship between product quality and purchase intention, Brand image is proven to have a partial mediation on the relationship between price and purchase intention, while Brand image is proven not to mediate. the relationship of service quality to purchase intention. Keywords: Product Quality, Service Quality, Price, Brand Image, Purchase Interest. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kualitas produk, pelayanan dan harga dalam mempengaruhi minat beli, serta mengetahui peran citra merek memediasi pengaruh kualitas produk, pelayanan, dan harga terhadap minat beli pada merek Daihatsu Xenia di Tangerang Selatan. Sampel yang digunakan dalam penelitian ini adalah 190 responden. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Kualitas Produk, Kualitas Pelayanan, dan harga terbukti memiliki pengaruh positif dan signifikan terhadap Citra Merek. Kualitas Produk dan Kualitas Pelayanan terbukti memiliki pengaruh positif namun tidak signifikan terhadap Minat Beli. Harga dan Citra Merek terbukti memiliki pengaruh positif dan signifikan terhadap Minat Beli, Citra merek terbukti memediasi penuh (full mediation) hubungan kualitas produk terhadap minat beli, Citra merek memediasi sebagian (partial mediation) hubungan harga terhadap minat beli, sedangkan Citra merek terbukti tidak memediasi hubungan kualitas pelayanan terhadap minat beli. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, harga, Citra Merek, Minat Beli

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118110188
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, harga, Citra Merek, Minat Beli
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 > 658.3 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: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 21 Mar 2022 07:25
Last Modified: 08 Jul 2023 07:29
URI: http://repository.mercubuana.ac.id/id/eprint/58477

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