PRADANA, REZA PUTRA (2021) PENGARUH IKLAN, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP MINAT BELI KONSUMEN MOTOR HONDA SCOOPY. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The research aims to identity the influence of dvertising, product quality, price perception on consumer buying interest for Honda Scoopy motorcycles. The object of this research is to consumers who want to buy a motorcycle in the DKI Jakarta area. The sample used in this study was 105 respondents. The sampling technique using a convenience sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study indicate that advertising has a significant positive effect on buying interest. Product quality has a significant effect on buying interest and Price Perception has a significant positive effect on buying interest. Keywords: Advertising, Product Quality, Price Perception, buying interest, Honda Scoopy motorcycle. Penelitian ini bertujuan untuk menguji dan menganalisis Pengaruh Iklan, Kualitas Produk, Persepsi Harga Terhadap Minat Beli konsumen motor Honda Scoopy. Objek penelitian ini dilakukan terhadap konsumen yang ingin membeli sepeda motor di wilayah DKI Jakarta. Sampel yang digunakan dalam penelitian ini adalah sebanyak 105 responden. Teknik pengambilan sampel menggunakan convenience sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Iklan berpengaruh positif siginifikan terhadap Minat Beli. Kualitas Produk berpengaruh siginifikan terhadap Minat Beli dan Persepsi Harga berpengaruh positif siginifikan terhadap Minat Beli. Kata Kunci: Iklan, Kualitas Produk, Persepsi Harga, Minat Beli, motor Honda Scoopy
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43117010407 |
| Uncontrolled Keywords: | Iklan, Kualitas Produk, Persepsi Harga, Minat Beli, motor Honda Scoopy |
| 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 06:07 |
| Last Modified: | 11 Jul 2023 06:07 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/78970 |
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