PENGARUH CITRA MEREK, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO

PUTRA, GEDE SASTRAWAN (2024) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine the influence of Brand Image, Price Perception, Product Quality on Purchasing Decisions on Honda Vario Motorcycles. The population in this research is the people of Bogor Regency who have purchased a Honda Vario motorbike. This research was conducted on 140 respondents using a quantitative approach. Determination of sample size using purposive sampling technique. The data collection method uses a survey method, with the research instrument being a questionnaire. The data analysis used is statistics in the form of SmartPLS 3.0. The results of this research are that Brand Image has a positive and significant effect on Purchasing Decisions, Price Perception has a positive and significant effect on Purchasing Decisions, Product Quality has a positive and significant effect on Purchasing Decisions. Keywords: Brand Image, Price Perception, Product Quality, Purchasing Decision. Penelitian ini bertujuan untuk mengetahui pengaruh Citra Merek, Persepsi Harga, Kualitas Produk terhadap Keputusan Pembelian pada Sepeda Motor Honda Vario. Populasi dalam penelitian ini adalah Masyarakat Kabupaten Bogor yang sudah membeli Sepeda Motor Honda Vario. Penelitian ini dilakukan terhadap 140 responden dengan menggunakan pendekatan kuantitatif. Penentuan ukuran sampel menggunakan teknik purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian adalah kuesioner. Analisis data yang digunakan adalah statistik dalam bentuk SmartPLS 3.0. Hasil dari penelitian ini yaitu Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Persepsi Harga berpengaruh positif dan 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. 24 113
Call Number: SE/31/24/097
NIM/NIDN Creators: 43120010003
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Kualitas Produk, Keputusan Pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
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 > 670 Manufacturing/Manufaktur, Pabrik-pabrik
700 Arts/Seni, Seni Rupa, Kesenian > 710 Civic and Lanscape Art/Seni Perkotaan dan Pertamanan > 711 Area Planning/Perencanaan Wilayah Perkotaan dan Pertamanan > 711.7 Plans for Transportation Facilities/Perencanaan untuk Fasilitas Transportasi > 711.73 Motor Vehicle Transportation Facilities/Fasilitas Kendaraan Motor
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 22 Apr 2024 03:18
Last Modified: 22 Apr 2024 03:18
URI: http://repository.mercubuana.ac.id/id/eprint/88105

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