SETIADI, RIDHO (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MITSUBISHI PAJERO SPORT DI PT. SRIKANDI DIAMOND MOTORS (Studi pada Mitsubishi Srikandi Pos Pengumben). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of this study was to test and identify whether product quality, brand image and price significantly influence purchasing decisions at the Mitsubishi showroom, Pos Pengumben branch. The object of this research is the visitors to the Mitsubishi Pos Pengumben showroom. This study was conducted on 175 respondents using a survey technique with a questionnaire distribution tool and with technique non probability & convenience sampling. Methods of data analysis in this study using Partial Least Square (PLS) Version 3.0. The results of this study indicate that partially, the variable product quality, brand image and price has a significant effect on purchasing decisions. Based on simultaneously result, it proves that product quality, brand image and price have significant influence toward purchase decision. Keywords: Product Quality, Brand Image, Price, Purchase Decision Tujuan penelitian ini adalah untuk menguji dan menganalisa apakah kualitas produk, citra merek dan harga berpengaruh secara signifikan terhadap keputusan pembelian pada showroom Mitsubishi cabang Pos Pengumben. Objek penelitian ini adalah pengunjung showroom Mitsubishi Pos Pengumben. Penelitian ini dilakukan terhadap 175 responden dengan menggunakan teknik survei dengan alat penyebaran kuesioner dengan teknik sampling non probability & convenience sampling. Metode analisis data pada penelitian ini menggunakan Partial Least Square (PLS) Versi 3.0. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel kualitas produk, citra merek dan harga berpengaruh signifikan terhadap keputusan pembelian. Secara simultan terbukti variabel kualitas produk, citra merek dan harga berpengaruh signifikan terhadap keputusan pembelian. Kata kunci: Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 43115120239 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Harga, Keputusan Pembelian. |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis 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: | 13 Jul 2023 01:42 |
| Last Modified: | 13 Jul 2023 01:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/79087 |
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