WARDI, AHMAD SUHRO (2025) "PENGARUH KUALITAS PRODUK RANGKA ESAF HONDA TERHADAP BRAND IMAGE". S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing number of vehicles owned by the public and the visible mobility on the streets of major cities signify a rapid growth in the automotive industry, particularly in motorcycles. Amid intense competition and innovation development, Honda, as a motorcycle manufacturer, has introduced innovations and improvements in product quality. One such innovation is the creation of the eSAF (Enhanced Smart Architecture Frame). This study adopts the positivism paradigm and employs a survey research method with a quantitative approach and explanatory type. The population in this research consists of visitors and users of the Vidio application, with a sample of 100 respondents selected using a 10% sampling error. The sampling technique utilized is non-probability sampling or purposive sampling, which does not adhere to mathematical probability guidelines. The research analysis was conducted using SPSS 27 to perform Normality, Reliability, Validity, Regression, Correlation Hypothesis, and Determination Coefficient tests. The results of this study conclude that the t-test shows a t-value of 9.730 > t-table value of 1.984, indicating that H0 is rejected and H1 is accepted. This demonstrates that the variable Product Quality has a significant probability value. From these results, it can be concluded that the Product Quality variable (X) significantly influences the Brand Image variable (Y). Keywords: Product Quality, Brand Image, Esaf Frame, Honda Motor. Bertambahnya kuantitas kendaraan yang dimiliki masyarakat dan terlihat mobilitias yang yang berada di jalan-jalan kota besar. Ini ditandai dengan industri otomotif khususnya sepeda motor sedang mengalami peningkatan yang sangat pesat. Dengan banyaknya persaingan dan perkembangan inovasi, Honda selaku produsen sepeda motor melakukan inovasi dan peningkatan kualitas produk, Honda membuat rangka eSAF (Enhanced Smart Architecture Frame). Penelitian ini menggunakan paradigma positivisme dengan menggunakan metode penelitian survey, pendekatam kuantitaif dan tipe eksplanatif. Populasi pada penelitian ini adalah pengunjung dan pengguna aplikasi Vidio dan sampel sebanyak 100 responden dengan menggunakan sampling error 10%. Teknik yang digunakan dalam penarikan sampel adalah teknik non-probabilitas atau sampling nonprobabilitas yang tidak mengikuti panduan probabilitas matematis. Dalam penarikan sempel non probabilitas menggunakan sampel terpilih atau purposive sampling. Penelitian ini menggunakan SPSS 27 untuk melakukan Uji Normalitas, Realibitas, Validitas, Regresi, Korealsi Hipotesis dan Koefisien Determinasi. Hasil dari analisis penelitian ini memperoleh kesimpulan yaitu uji T sebesar t hitung 9.730 > t tabel 1,984 sehingga dapat dinyatakan bahwa H0 ditolak dan H1 diterima, hal ini menunjukan variabel Kualitas Produk memiliki nilai probabilitas signifikan sehingga dari hasil tersebut dapat disimpulkan bahwa variabel Kualitas Produk (X) berpengaruh terhadap variabel Brand Image (Y). Kata Kunci: Kualitas Produk, Brand Image, Rangka Esaf, Honda Motor
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