PANGESTU, FAIRUS FAUZI RIZKY (2023) PENGARUH CITRA MEREK, HARGA, KUALITAS PELAYANAN TERHADAP KEPUTUSAN PENGGUNAAN BUS SUMBER JAYA TRANS (Studi Pada Pengguna Bus Sumber Jaya Trans). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Citra Merek, Harga, Kualitas Pelayanan terhadap keputusan penggunaan bus Sumber Jaya Trans. Populasi dalam penelitian ini adalah pengguna bus Sumber Jaya Trans. Sampel yang dipergunakan sebanyak 100 konsumen, karena populasi anggota tidak diketahui secara pasti jumlahnya sehingga perhitungan sampel menggunakan rumus Cochran (Suigiyono, 2019). Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis kuantitatif dengan menggunakan statistik. Penelitian ini membuktikan bahwa Citra Merek berpengaruh positif signifikan terhadap Keputusan pembelian. Harga berpengaruh positif signifikan terhadap Keputusan pembelian. Kualitas Pelayanan berpengaruh positif signifikan terhadap Keputusan pembelian. Kata Kunci: Pengaruh Citra Merek, Harga, Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa. ABSTRACT This study aims to analyze the effect of Brand Image, Price, Quality of Service on the decision to use the Sumber Jaya Trans bus. The population in this study were the Sumber Jaya Trans bus users. The sample used is 100 consumers, because the number of population members is not known with certainty, so the sample calculation uses the Cochran formula (Suigiyono, 2019). Sampling method using purposive sampling. The data collection method uses a survey method, with the research instrument being a questionnaire. Quantitative analysis method using statistics. This study proves that Brand Image has a significant positive effect on Consumer Decisions. Price has a significant positive effect on consumer decisions. Service Quality has a significant positive effect on Consumer Decisions. Keywords: The Effect of Brand Image, Price, Quality of Service Usage Decisions.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 23 026 |
| NIM/NIDN Creators: | 43119210080 |
| Uncontrolled Keywords: | Pengaruh Citra Merek, Harga, Kualitas Pelayanan Terhadap Keputusan Penggunaan Jasa. |
| 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 27 Dec 2023 04:14 |
| Last Modified: | 27 Dec 2023 04:14 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84916 |
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