ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL HONDA BRIO DI WILAYAH TANGERANG SELATAN

KUSWANTORO, ALFIAN (2018) ANALISIS PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL HONDA BRIO DI WILAYAH TANGERANG SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HALAMAN COVER)
01.HALAMAN JUDUL.pdf

Download (34kB) | Preview
[img]
Preview
Text (ABSTRAK)
04.ABSTRAK.pdf

Download (24kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
02.LEMBAR PERNYATAAN.pdf

Download (142kB) | Preview
[img]
Preview
Text (LEMBAS PENGESAHAN)
03.LEMBAR PENGESAHAN.pdf

Download (135kB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
05.KATA PENGANTAR.pdf

Download (24kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
06.DAFTAR ISI.pdf

Download (29kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
07.DAFTAR TABEL.pdf

Download (25kB) | Preview
[img]
Preview
Text (DAFTAR GAMBAR)
08.DAFTAR GAMBAR.pdf

Download (21kB) | Preview
[img]
Preview
Text (DAFTAR LAMPIRAN)
09.DAFTAR LAMPIRAN.pdf

Download (24kB) | Preview
[img] Text (BAB 1)
10.BAB I.pdf
Restricted to Registered users only

Download (91kB)
[img] Text (BAB 2)
11.BAB II.pdf
Restricted to Registered users only

Download (68kB)
[img] Text (BAB 3)
12.BAB III.pdf
Restricted to Registered users only

Download (159kB)
[img] Text (BAB 4)
13.BAB IV.pdf
Restricted to Registered users only

Download (262kB)
[img] Text (BAB 5)
14.BAB V.pdf
Restricted to Registered users only

Download (29kB)
[img] Text (DAFTAR PUSTAKA)
15.DAFTAR PUSTAKA.pdf
Restricted to Registered users only

Download (33kB)
[img] Text (LAMPIRAN)
16.LAMPIRAN.pdf
Restricted to Registered users only

Download (493kB)

Abstract

This study aims to determine the effect of price analysis, product quality and brand image on the purchase decision of Honda Brio Car in South Tangerang region. Analysis of data used is multiple linear regression analysis using SPSS 23. The results of simultaneous research indicate that price, product quality and brand image significantly influence the purchasing decision of Honda Brio Car in South Tangerang region. Partially, the price variable has a significant effect on the purchasing decision. Partially variable of product quality have significant effect to purchasing decision and brand image variable have significant effect to purchasing decision. Keywords: price, product quality, brand image and purchase decision Penelitian ini bertujuan untuk mengetahui analisis pengaruh harga, kualitas produk dan citra merek terhadap keputusan pembelian mobil Honda Brio di wilayah Tangerang Selatan. Analisis data yang digunakan adalah analisis regresi linear berganda menggunakan SPSS 23. Hasil penelitian secara simultan menunjukkan bahwa harga, kualitas produk dan citra merek berpengaruh signifikan terhadap keputusan pembelian Mobil Honda Brio diwilayah Tangerang Selatan. Secara parsial variabel harga berpengaruh signifikan terhadap keputusan pembelian. Secara parsial variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian dan variabel citra merek berpengaruh signifikan terhadap keputusan pembelian. Kata Kunci : harga, kualitas produk, citra merek dan keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 440
NIM/NIDN Creators: 43113110579
Uncontrolled Keywords: harga, kualitas produk, citra merek dan keputusan pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 18 Nov 2021 06:27
Last Modified: 25 May 2022 01:18
URI: http://repository.mercubuana.ac.id/id/eprint/50286

Actions (login required)

View Item View Item