PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT

BIWAI, FIRHAN ZERIAN (2021) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The Influence of Brand Image, Product Quality and Price on Purchase Decisions for Honda Beat Motorcycles, in the needs of a personal vehicle one must have because these objects are the main goods for traveling everywhere. The purpose of this study is to determine the effect of these variables, this research is a quantitative study with a total sample of 200 respondents. This study uses data analysis techniques Structural Equation Modeling (SEM) and data processing using Partial Least Square (PLS). The sampling technique used is purposive sampling. By using a quantitative descriptive approach. The results of this study indicate that brand image has a positive but not significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, and price has a positive and significant effect on purchasing decisions. Keywords : Brand Image, Product Quality, Price, and Purchase Decision Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian Sepeda Motor Honda Beat, dalam kebutuhan kendaraan pribadi seseorang harus mempunyai karena benda tersebut adalah barang utama untuk berpergian kemana – mana. Tujuan dari penelitian ini adalah untuk pengaruh dari variabel tersebut, penelitian ini merupakan penelitian kuantitatif dengan jumlah sampel sebanyak 200 responden. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dan pengolahan data menggunakan Partial Least Square (PLS). Teknik sampling yang digunakan yaitu purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa citra merek berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dan harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci : Citra Merek, Kualitas Produk, Harga, dan Keputusan Pembelian.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010157
Uncontrolled Keywords: Citra Merek, Kualitas Produk, 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
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
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: 28 Jul 2023 07:43
Last Modified: 28 Jul 2023 07:43
URI: http://repository.mercubuana.ac.id/id/eprint/79762

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