ZIQRI, MUHAMMAD (2021) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEUNGGULAN BERSAING DAN MINAT BELI PRODUK BMW 330i M SPORT (Studi kasus pada peminat mobil sport BMW di Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the effect of brand image, product quality and price perception on competitive advantage and buying interest. The population in were BMW car users, students and communities in the Jakarta area. The sampling method used was saturated sample by taking BMW car users, students and communities in the Jakarta area. The data collection method used survey method, with the research instrument was a questionnaire. Methods of data analysis using the Structural Equation Model-Partial Least Square. This study proves that competitive advantage has a positive and significant effect on purchase intention. Brand image has a positive and significant effect on competitive advantage. Product quality has a positive and significant effect on competitive advantage. Price perception has a positive and significant effect on competitive advantage. Brand image has a positive and significant effect on Purchase Interest. Product quality has a positive and significant effect on purchase intention. Price perception has a positive and significant effect on purchase intention. Keywords: Brand Image, Product Quality and Price Perception of Competitive Advantage and Purchase Intention. Penelitian ini bertujuan untuk menganalisis Pengaruh Citra Merek, Kualialitas produk dan Persepsi Harga Terhadap Keunggulan Bersaing dan Minat Beli. Populasi dalam penelitian ini adalah Pengguna mobil BMW, Mahasiswa dan Masyarakat di wilayah jakarta. Metode penarikan sampel yang digunakan yaitu dengan mengambil Pengguna mobil BMW, Mahasiswa dan Masyarakat di wilayah jakarta. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuisioner. Metode analisis data menggunakan Structural Equation Model-Partial Least Square. Penelitian ini membuktikan bahwa Keunggulan bersaing berpengaruh positif dan signifikan terhadap Minat beli. Citra merek berpengaruh positif dan signifikan terhadap Keunggulan bersaing. Kualitas produk berpengaruh positif dan signifikan terhadap Keunggulan bersaing. Persepsi harga berpengaruh positif dan signifikan terhadap Keunggulan bersaing. Citra merek berpengaruh positif dan signifikan terhadap Minat Beli. Kualitas produk berpengaruh positif dan signifikan terhadap Minat beli. Persepsi harga berpengaruh positif dan signifikan terhadap Minat beli Kata kunci: Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Keunggulan Bersaing dan Minat Beli
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 23 100 |
| NIM/NIDN Creators: | 43116010255 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Keunggulan Bersaing dan 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 12 Jun 2023 03:21 |
| Last Modified: | 12 Jun 2023 03:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78212 |
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