RILDA, SALSABILLA (2023) PENGARUH HARGA DAN CITRA MEREK HONDA TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA ( Studi PT.Tunas Dwipa Matra Depok). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK iv Penelitian ini bertujuan untuk mengetahui pengaruh harga dan citra merek Honda terhadap keputusan pembelian pada PT. Tunas Dwipa Matra Depok. Objek penelitian adalah konsumen PT. Tunas Dwipa Matra Depok yang pernah membeli sepeda motor Honda. Penelitian ini dilakukan pada 100 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang di gunakan adalah kuisioner dan menggunakan accidental sampling untuk pengambilan sampel. Analisis data yang digunakan dalam pengolahan data menggunakan program SPSS versi 23. Hasil penelitian menunjukan bahwa variabel harga dan citra merek Honda memiliki pengaruh signifikan terhadap keputusan pembelian sepeda motor Honda di PT. Tunas Dwipa Matra Depok. hasil ini dibuktikan dengan hasil uji simultan (uji F) dan uji parsial (uji T). Kata kunci : harga, citra merek, dan keputusan pembelian ABSTRAK v This study aims to determine the effect of price and brand image of Honda on purchasing decisions at PT. Tunas Dwipa Matra Depok. The object of research is the consumers of PT. Tunas Dwipa Matra Depok who once bought a Honda motorbike. This research was conducted on 100 respondents using a quantitative approach. The data collection technique used was a questionnaire and used accidental sampling for sampling. Data analysis used in data processing using the SPSS version 23 program. The results showed that the price and brand image variables of Honda had a significant influence on purchasing decisions for Honda motorcycles at PT. Tunas Dwipa Matra Depok. This result is proven by the results of the simultaneous test (F test) and partial test (T test). Keywords: price, brand image, and purchasing decisions
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 23 028 |
| NIM/NIDN Creators: | 43119210082 |
| Uncontrolled Keywords: | harga, citra merek, 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 27 Dec 2023 04:25 |
| Last Modified: | 27 Dec 2023 04:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/84919 |
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