PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALPHARD

RIDWAN, NUR ISKANDAR (2017) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALPHARD. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh citra merek dan persepsi harga terhadap keputusan pembelian. Objek penelitian ini adalah calon pembeli dan pengunjung Auto 2000 di wilayah ciledug – tangerang. Sampel yang digunakan adalah sebanyak 83 responden. Teknik pengambilan sampling menggunakan convenience sampling.Dengan menggunakan deskriptif kuantitatif karena itu, analisis data yang digunakan dalam penelitian ini adalah Microsoft Excel 2010 dan SMART PLS versi 3.0.Berdasarkan hasil analisis diketahui bahwa pengaruh dari Citra Merek dan Persepsi Harga terhadap pengambilan keputusan pembelian mobil Toyota Alphard tergolong kuat berdasarkan total sampel sekitar 83 responden yang di ambil dan hasil perhitungan koefisien korelasi menunjukkan nilai rsquare = 0,046 menunjukkan bahwa sebesar 46% pengambilan keputusan pembelian mobil Toyota Alphard dipengaruhi oleh Citra Merek, sedangkan sisanya 54% dipengaruhi oleh faktor lain yang tidak diteliti.This study aims to determinate the extern of the influence of Brand Image and Price Perception to Decision of Purchasing. The object of this research is the consumer a prospective buyer and visitors to the auto 2000 region ciledug – tangerang. The sample used were as many as 83 respondent. The sampling technique used convenience sampling. By using quantitative descriptive approach therefore, the analysis of the data used in this study is a Microsoft Excel 2013 and SMART PLS 3.0 version.Based on the analysis results it is known that the influence of Brand Image and Price Perceptions on the purchase decision of Toyota Alphard cars are strong based on total of about 83 respondent as taken and the calculation of correlation coefficient shows the value rsquare = 0.046 indicates that 46% of Toyota Alphard car purchasing decision is influenced by Brand Image, while the rest 54 % Influenced by other factors not examined.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 577
NIM/NIDN Creators: 43113010156
Uncontrolled Keywords: Citra Merek, Persepsi Harga dan Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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: NAJLA
Date Deposited: 13 Mar 2024 02:55
Last Modified: 13 Mar 2024 02:55
URI: http://repository.mercubuana.ac.id/id/eprint/87035

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