WISMALA, ISKANDAR PUTRA (2019) PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PCX 150 (Studi Pada Konsumen Motor di Cengkareng, Jakarta barat). S1 thesis, Universitas Mercu Buana.
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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) |
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| Call Number CD: | FE/MJ. 19 763 |
| NIM/NIDN Creators: | 43114010428 |
| Uncontrolled Keywords: | Harga, Kualitas Produk, Citra Merek, Terhadap, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 10 Jun 2022 01:27 |
| Last Modified: | 10 Jun 2022 01:27 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63043 |
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