HABIBI, AHMAD (2019) PENGARUH CITRA MEREK, HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Pada Konsumen Pengguna Produk TRD di Jakarta Utara). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is motivated by the number of interest to buy Toyota Car modification TRD/ TRD products compare with Toyota standard type car. Based on this information, this research is directed to know how to improve customer purchasing descision supported by increased brand image, price perception and product quality. This study was conducted on 106 respondents users of Toyota TRD Modification Car/ TRD Products in North Jakarta. Questions are given using a questionnaire consisting of closed questions about the variables studied in this research then analyzed use Structural Equation Modeling with LISREL Program (Linier Srtuctural Relationship). The result of this study indicate that the variable of brand image and price perception have positive and significant effect on purchace decision variable while the product quality variable has`t. Keywords : Brand Image, Price perception, Product Quality, Purchase Decision Penelitian ini dilatarbelakangi oleh banyaknya minat konsumen untuk membeli Mobil Toyota Modifikasi TRD/ Product TRD dibandingkan dengan mobil Toyota tipe standard. Berdasarkan hal tersebut, penelitian ini diarahkan untuk mengetahui bagaimana meningkatkan keputusan pembelian konsumen dengan didukung peningkatan citra merek, persepsi harga dan kualitas produk. Penelitian ini dilakukan terhadap 106 responden pengguna mobil Toyota modifikasi TRD/ produk TRD di Jakarta Utara. Pertanyaan diberikan menggunakan kuesioner terdiri dari pertanyaan tertutup mengenai variable-variable yang diteliti dalam penelitian ini, kemudian dianalisis Structural Equation Modeling dengan menggunakan program LISREL (Linier Structural Relationship). Hasil Penelitian ini menunjukkan bahwa variable citra merek dan persepsi harga berpengaruh positif dan signifikan terhadap variable keputusan pembelian, sedangkan variable kualitas produk tidak berpengaruh. Kata kunci: Citra Merek, Persepsi Harga, Kualitas Produk, Keputusan Pembelian
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