GUSTIAN, DOVAN (2023) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN HONDA BEAT (STUDI KASUS PENGGUNA HONDA BEAT DI JAKARTA BARAT). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to analyze the effect of product quality, brand image, and price perception on purchasing decisions for Honda Beat. The sample used in this study was 160 respondents. The sampling method was carried out by the Purposive Sampling method. This study uses SEM data analysis techniques and data processing using Partial Least Square (PLS). The results showed that product quality had a positive and significant effect on purchasing decisions for Honda Beat in West Jakarta. The results showed that Brand Image had a positive and significant effect on purchasing decisions for Honda Beat in West Jakarta and price perception had a positive and significant effect on purchasing decisions for Honda Beat in West Jakarta.. Keywords: Product Quality, Brand Image, Price Perception, and Purchase Decision Penelitian ini bertujuan bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan persepsi harga terhadap keputusan pembelian honda beat. Subjek Populasi dalam penelitian ini adalah masyarakat pengguna motor Honda Beat diwilyah Jakarta Barat. Sampel yang digunakan dalam penelitian ini adalah 160 responden. Metode pengambilan sampel dilakukan dengan metode Purposive Sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan Partial Least Square (PLS). Hasil penelitian menunjukan bahwa Kualitas Produk memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Pengguna Honda Beat di Jakarta Barat. Hasil penelitian menunjukkan Citra Merek memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Pada Honda Beat di Jakarta Barat dan Persepsi Harga memiliki pengaruh positif dan signifikan terhadap Keputusan Pembelian Pada Honda Beat di Jakarta Barat. Kata Kunci: Kualitas Produk, Citra Merek, Persepsi Harga, dan Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 23 210 |
| NIM/NIDN Creators: | 43118010352 |
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Persepsi Harga, dan 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: | 15 Sep 2023 02:42 |
| Last Modified: | 15 Sep 2023 02:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/80879 |
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