SAVITRI, INDAH (2023) PENGARUH CITRA MEREK, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA DI SHOWROOM KHAIRA MOBILINDO, BEKASI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh hubungan Citra Merek, Promosi, Kualitas Produk terhadap Keputusan Pembelian. Metode Penelitian ini dilakukan dengan analisis jalur dengan memakai software Partial Least Square (Smart-PLS) versi 3.0 dengan populasi konsumen mobil Toyota Avanza di Showroom Khaira Mobilindo, Bekasi, diambil sebanyak 100 responden dengan metode purposive sampling. Hasil Penelitian membuktikan bahwa Citra merek berpengaruh positif terhadap Keputusan pembelian, Promosi berpengaruh positif dan signifikan terhadap Keputusan pembelian, Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan pembelian Kata Kunci: Citra Merek, Promosi, Kualitas Produk, Keputusan Pembelian ABSTRACT This study aims to determine the effect of the relationship Brand Image, Promotion, Product Quality on Purchasing Decisions. Methods This research was conducted by path analysis using Partial Least Square (Smart-PLS) software version 3.0 with a population of Toyota Avanza car consumers at the Khaira Mobilindo Showroom, Bekasi, 100 respondents were taken using a purposive sampling method. Research results prove that brand image has a positive effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions Keywords: Brand Image, Promotion, Product Quality, Purchase Decision
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 23 051 |
| NIM/NIDN Creators: | 43119210100 |
| Uncontrolled Keywords: | Citra Merek, Promosi, Kualitas Produk, 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: | 25 May 2023 07:46 |
| Last Modified: | 25 May 2023 07:46 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/77681 |
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