ANALISIS PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK OTOMOTIF WULING DENGAN MEDIASI MINAT BELI

WAHYUDI, HENDRA (2022) ANALISIS PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA MEREK OTOMOTIF WULING DENGAN MEDIASI MINAT BELI. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the effect of product quality, price, promotion, and brand image on making purchase decisions for the Wuling car brand by adjusting purchase preferences. The research method used in this research is a quantitative descriptive research method in which survey questions are used on 155 users or car owners of the Wuling brand. The data analysis technique was carried out using SEMPLS. Research results show that product quality has significant effect on purchase intention, Price has significant effect on purchase intention, product quality has significant effect on making purchase decisions, the price has significant effect on making purchase decisions , purchase intentions have significant effect on purchase decision making , Purchase intention can mediate the relationship between product quality and purchase decision making , purchase intention can mediate the relationship between price and purchase decision making . Keywords : Product Quality, Promotion, Brand Image, Buying Intention Penelitian ini bertujuan untuk menentukan pengaruh kualitas produk, harga, promosi, dan citra merek pada keputusan pembelian untuk brand mobil Wuling dengan mediasi minat beli. Cara penelitian yang digunakan dalam penelitian ini adalah cara penelitian deskriptif kuantitatif di mana pertanyaan survei digunakan pada 155 pengguna atau pemilik mobil dari merek Wuling. Teknik analisis data dilakukan dengan memakai SEM-PLS. Hasil penelitian menunjukkan bahwa Kualitas produk punya pengaruh yang signifikan pada minat beli, Harga punya pengaruh yang signifikan pada minat beli, Kualitas produk punya pengaruh yang signifikan pada keputusan pembelian, Harga punya pengaruh signifikan pada keputusan pembelian, Minat beli punya pengaruh yang signifikan pada keputusan pembelian, Minat beli dapat memediasi hubungan antara kualitas produk dan keputusan pembelian, Minat beli dapat memediasi hubungan antara harga dan keputusan pembelian. Kata Kunci : Kualitas Produk, Harga, Promosi, Citra Merek, Keputusan Pembelian, Minat Beli.

Item Type: Thesis (S2)
Call Number CD: CD/551. 22 078
Call Number: TM/51/22/065
NIM/NIDN Creators: 55119110003
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Citra Merek, Keputusan Pembelian, Minat Beli.
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
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 10 Nov 2022 07:50
Last Modified: 10 Nov 2022 07:50
URI: http://repository.mercubuana.ac.id/id/eprint/71528

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