PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Mobil Lexus di PT Toyota Astra Motor)

IRAWATI, UMROH (2017) PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus pada Mobil Lexus di PT Toyota Astra Motor). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek dan harga terhadap keputusan pembelian (Studi kasus pada mobil Lexus di PT Toyota Astra Motor) . Objek pada penelitian ini adalah para pembeli dan pengguna mobil Lexus di Gallery - Menteng. Penelitian ini dilakukan terhadap 100 responden, dengan menggunakan metode kuantitatif. Karena itu analisis data yang digunakan adalah Stastical Package for Social Science (SPSS) V20. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan nilai signifikansi variabel citra merek kurang dari 0,05, namun untuk variabel harga tidak ada pengaruh positif dan signifikan terhadap keputusan pembelian.The purpose of this study is to determine the effect of brand image and price on purchasing decisions (case studies on Lexus cars in PT Toyota Astra Motor). The object of this research is the buyers and users of Lexus cars in Gallery - Menteng. This research was conducted on 100 respondents, using quantitative method. Therefore, the data analysis used is Stastical Package for Social Science (SPSS) V20. The results of this study indicate that partially, brand image variables have a positive and significant impact on purchasing decisions. This is evidenced by the significance value of brand image variables less than 0.05, but for the price variable there is no positive and significant effect on purchasing decisions.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 17 593
NIM/NIDN Creators: 43113120387
Uncontrolled Keywords: Citra Merek, Harga, Keputusan Pembelian
Subjects: 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
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
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
700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: NAJLA
Date Deposited: 13 Mar 2024 03:15
Last Modified: 13 Mar 2024 03:15
URI: http://repository.mercubuana.ac.id/id/eprint/87037

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