PARLINGGOMAN, MICHAEL DEPERO (2022) PENGARUH CITRA MEREK, INOVASI PRODUK DAN HARGA TERHADAP MINAT HARGA JUAL BELI MOTOR YAMAHA AEROX DI KOTA DEPOK. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variabel Citra Merek,Inovasi Produk,Harga Terhadap Keputusan Pembelian.Populasi dalam penelitian adalah seluruh konsumen yang melakukan pembelian Yamaha Motor Aerox di Kota Depok .Jumlah Sampel yang digunakan sebanyak 100 responden dengan menggunakan desain penelitian kausal.Teknik Pengambilan sampel ini menggunakan metode purposive sampling dan pengujian hipotesis menggunakan analisis regresi linier berganda dengan menggunakan SPSS 26 .Hasil Penelitian ini menyatakan bahwa Citra Merek berpengaruh positif signifikan kepada keputusan pembelian , Inovasi Produk berpengaruh positif dan signifikan terhadap keputusan pembelian ,Dan Harga berpengaruh positif dan tidak sign ifikan Terhadap Keputusan Pembelian Kata Kunci : Citra Merek,Inovasi Produk,Harga,Keputusan Pembelian This study aims to determine and analyze the effect of the variable Brand Image, Product Innovation, Price on Purchase Decisions. The population in this study is all consumers who purchase Yamaha Motor Aerox in Depok City. The number of samples used is 100 respondents using a causal research design. Techniques This sampling used purposive sampling method and hypothesis testing using multiple linear regression analysis using SPSS 26. The results of this study state that Brand Image has a significant positive effect on purchasing decisions, Product Innovation has a positive and significant effect on purchasing decisions, and Price has a positive and no significant effect on purchasing decisions. Significant to Purchase Decision Keywords: Brand Image, Product Innovation, Price, Purchase Decision
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 22 047 |
| NIM/NIDN Creators: | 43118210041 |
| Uncontrolled Keywords: | Citra Merek,Inovasi Produk,Harga,Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 07 Oct 2022 03:55 |
| Last Modified: | 07 Oct 2022 03:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70121 |
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