PENGARUH CITRA MEREK, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA DI SHOWROOM HUTAMA MOBIL SAKTI BEKASI

YOHANES, YOSAFAT (2023) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA DI SHOWROOM HUTAMA MOBIL SAKTI BEKASI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of the relationship Brand Image, Perceived Price, Product Quality on Purchasing Decisions. Methods This research was conducted by path analysis using Partial Least Square (Smart-PLS) softwareversion 3.0 with a population of Toyota Avanza car consumers at the Showroom Hutama Mobil Sakti Bekasi, 100 respondents were taken using a purposive sampling method. Research results prove that brand image has a positive effect on purchasing decisions, promotion has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions Keywords: Brand Image, Perceived Price, Product Quality, Purchase Decision Penelitian ini bertujuan untuk mengetahui pengaruh hubungan Citra Merek, Persepsi Harga, Kualitas Produk terhadap Keputusan Pembelian. Metode Penelitian inidilakukan dengan analisis jalur dengan memakai software Partial Least Square (Smart-PLS) versi 3.0 dengan populasi konsumen mobil Toyota Avanza di Showroom Hutama Mobil Sakti Bekasi, diambil sebanyak 100 responden dengan metode purposive sampling. Hasil Penelitian membuktikan bahwa Citra merek berpengaruh positif terhadap Keputusan pembelian, Persepsi Harga berpengaruh positifdan signifikan terhadap Keputusan pembelian, Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan pembelian Kata Kunci: Citra Merek, Persepsi Harga, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 237
Call Number: SE/31/23/322
NIM/NIDN Creators: 43117010402
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Kualitas Produk, 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: 19 Oct 2023 04:06
Last Modified: 19 Oct 2023 04:06
URI: http://repository.mercubuana.ac.id/id/eprint/81700

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