PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HELM INK

ALWI, MUHAMMAD AQSHAL SAUMADIANSYAH (2023) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HELM INK. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aimed to analyze the effect of perceived price, product quality, and brand image on purchasing decisions of INK helmets. The population in this study were INK helmet users in the Kembangan, Palmerah, Kalideres, and Taman Sari areas, West Jakarta, whose number were unknown. The samples in this study were selected using the accidental sampling method, in which the samples were consumers who used INK helmets that found randomly in the Kembangan, Palmerah, Kalideres and Taman Sari areas, West Jakarta. The number of samples is 5 times the number of indicators of the variables studied in this study, namely 5 x 22 = 110 samples. The instrument used to collect the data were questionnaires. Data analysis in this study used the Partial Least Square (PLS) approach with the help of Smart PLS 3.0 software. The results of this research analysis proved that: 1) price perception had a significant influence on purchasing decisions of INK helmets; 2) product quality had a significant influence on purchasing decisions of INK helmets; and 3) brand image had a significant influence on purchasing decisions of INK helmets. Keywords: Purchase decision, price perception, product quality, brand image. Penelitian ini bertujuan untuk menganalisis pengaruh persepsi harga, kualitas produk, dan citra merek terhadap keputusan pembelian helm INK. Populasi dalam penelitian ini adalah pengguna helm merek INK di daerah Kembangan, Palmerah, Kalideres, dan Taman Sari Jakarta Barat yang jumlahnya tidak diketahui. Sampel dalam penelitian ini dipilih dengan metoda accidental sampling, dimana sampel adalah konsumen yang menggunakan helm INK yang ditemui secara acak di daerah Kembangan, Palmerah, Kalideres, dan Taman Sari, Jakarta Barat. Jumlah sampel yaitu 5 kali dari jumlah indikator dari variabel yang diteliti dalam penelitian ini yaitu sebanyak 5 x 22 = 110 sampel. Instrumen yang digunakan untuk mengumpulkan data penelitian yaitu kuesioner. Analisis data dalam penelitian ini menggunakan pendekatan Partial Least Square (PLS) dengan bantuan software Smart PLS 3.0. Hasil analisis penelitian ini membuktikan bahwa: 1) persepsi harga memberikan pengaruh yang signifikan terhadap keputusan pembelian helm INK; 2) kualitas produk memiliki pengaruh yang signifikan terhadap keputusan pembelian helm INK; dan 3) citra merek memiliki pengaruh yang signifikan terhadap keputusan pembelian helm INK. Kata kunci: Keputusan pembelian, persepsi harga, kualitas produk, citra merek.

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