PENGARUH HARGA, PROMOSI DAN CITRA MEREK TERHADAP MINAT BELI MOTOR YAMAHA NMAX (pada PT. Yamaha Cipondoh)

SAVITRI, SAVITRI (2021) PENGARUH HARGA, PROMOSI DAN CITRA MEREK TERHADAP MINAT BELI MOTOR YAMAHA NMAX (pada PT. Yamaha Cipondoh). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study reveals that there are four variables which aim to determine the effect of price, promotion and brand image in determining the purchase interest of a Yamaha NMAX motorbike. Respondents in this study were people who had bought a Yamaha NMAX motorbike. This research was conducted on 150 respondents using a quantitative approach. The data analysis used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that the price test has a significant effect in determining the purchase intention of a Yamaha NMAX motorbike. Promotion and brand image have a significant effect in determining the purchase intention of a Yamaha NMAx motorcycle. Keywords: Price, Promotion, Brand Image, Purchase Interest. Ini mengungkapkan ada empat variabel yang bertujuan untuk mengetahui pengaruh harga, promosi dan citra merek dalam menentukan minat beli motor Yamaha NMAX. Responden pada penelitian ini adalah masyarakat yang sudah membeli motor Yamaha NMAX. Penlitian ini dilakukan terhadap 150 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji harga berpengaruh siginifikan dalam menentukan keputusan minat beli motor Yamaha NMAX. Promosi dan citra merek berpengaruh signifikan dalam menentukan minat beli motor Yamaha NMAx. Kata Kunci : Harga, Promosi, Citra Merek, Minat Beli.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 116
NIM/NIDN Creators: 43115010423
Uncontrolled Keywords: Harga, Promosi, Citra Merek, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.91 Influence of Physical Environment and Conditions/Pengaruh Lingkungan dan Kondisi Fisik
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 12 Sep 2022 02:38
Last Modified: 14 Sep 2022 08:10
URI: http://repository.mercubuana.ac.id/id/eprint/68971

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