PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING

PRASETYO, IQBAL BAGUS PRASETYO (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL WULING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The very rapid growth and development of transportation in Indonesia has led to intense competition, especially in the automotive sector, one of which is cars. This is supported by the many automotive brands that have emerged in the automotive industry market in Indonesia, one of which is Wuling. The purpose of this study was to determine the effect of Brand Image, Product Quality and Price Perception on Wuling Car Purchase Decisions. The subjects of this research are people who have Wuling cars, know information from Wuling cars and have an interest in Wuling cars. The sample used in this study amounted to 196 respondents. The sampling technique was carried out by purposive sampling method. By using a quantitative descriptive approach. The data analysis used in this research is statistical analysis in the form of SEM-PLS. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions and price perceptions have a positive and insignificant effect on purchasing decisions. (Keywords : Brand Image, Product Quality, Price Perception, Purchase Decisions, Wuling Cars) The very rapid growth and development of transportation in Indonesia has led to intense competition, especially in the automotive sector, one of which is cars. This is supported by the many automotive brands that have emerged in the automotive industry market in Indonesia, one of which is Wuling. The purpose of this study was to determine the effect of Brand Image, Product Quality and Price Perception on Wuling Car Purchase Decisions. The subjects of this research are people who have Wuling cars, know information from Wuling cars and have an interest in Wuling cars. The sample used in this study amounted to 196 respondents. The sampling technique was carried out by purposive sampling method. By using a quantitative descriptive approach. The data analysis used in this research is statistical analysis in the form of SEM-PLS. The results of this study indicate that brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions and price perceptions have a positive and insignificant effect on purchasing decisions. (Keywords : Brand Image, Product Quality, Price Perception, Purchase Decisions, Wuling Cars)

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