LESTARI, IPA (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA SEPEDA MOTOR YAMAHA FINO (Studi Kasus Pada Pengguna Sepeda Motor Yamaha Fino Di Batu Ceper, Kota Tangerang). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to discuss what are the influences that influence product purchasing decisions at PT. Yamaha Indonesia Motor Manufacturing. The independent variables obtained from the results of the preliminary survey are Product Quality, Brand Image, and Price. While the dependent variable obtained is the purchase decision. The data analysis method used Variance Based Structural Equation Modeling Partial Least Square (PLS). The population is the population living in the area of Batu Ceper, Tangerang City, with a sample of 125 respondents. The sampling technique used was purposive sampling. By using a quantitative descriptive approach. The results of this study indicate that product quality has a significant effect on purchasing decisions, brand image has a significant effect on purchasing decisions, and price has a significant effect on purchasing decisions. Keywords: Product Quality, Brand Image, Price, and Purchase Decision Penelitian ini bertujuan untuk membahas apa saja pengaruh yang mempengaruhi keputusan pembelian produk Sepeda Motor Yamaha Fino pada PT. Yamaha Indonesia Motor Manucfacturing. Variabel bebas yang diperoleh dari hasil survei pendahuluan adalah Kualitas Produk, Citra Merek, dan Harga. Sedangkan variabel terikat yang diperoleh adalah Keputusan Pembelian. Metode analisis data menggunakan Variance Based Structural Equation Modelling Partial Least Square (PLS). Populasi adalah penduduk yang berdomisili di wilayah Batu Ceper Kota Tangerang, dengan sampel sebanyak 125 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian, citra merek berpengaruh positif signifikan terhadap keputusan pembelian, dan harga berpengaruh positif signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Citra Merek, Harga dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010223 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Harga dan 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 > 658.6 Quality Management/Manajemen Kualitas 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 11 Jul 2023 01:56 |
| Last Modified: | 11 Jul 2023 01:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78955 |
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