PENGARUH KUALITAS PRODUK, DESAIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KAWASAKI NINJA 250 FI 2 SILINDER (Studi pada pengguna sepeda motor Kawasaki Ninja 250 FI di Jakarta Selatan)

ADIPUTRAWINATA, BAYU FAJAR (2020) PENGARUH KUALITAS PRODUK, DESAIN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KAWASAKI NINJA 250 FI 2 SILINDER (Studi pada pengguna sepeda motor Kawasaki Ninja 250 FI di Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, desain, dan brand image terhadap keputusan pembelian Kawasaki Ninja 250 FI 2 silinder. Subjek pada penelitian ini adalah konsumen yang menggunakan produk motor Kawasaki Ninja 250 FI di Jakarta Selatan. Sampel yang digunakan dalam penelitian ini adalah 199 responden. Metode pengambilan sampel dilakukan dengan metode convenience sampling. Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS. Hasil penelitian ini menunjukan bahwa kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, desain produk berpengaruh positif dan tidak signifikan terhadap keputusan penggunaan, dan brand image berpengaruh positif dan tidak signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Desain Produk, Brand Image, Keputusan Pembelian, Kawasaki Ninja 250 FI 2 Silinder. This study aims to determine the effect of product quality, design, and brand image on purchasing decisions of the Kawasaki Ninja 250 FI 2 cylinder. The subjects in this study were consumers who use Kawasaki Ninja 250 FI motorcycle products in South Jakarta. The sample used in this study was 199 respondents. The sampling method is done by convenience sampling method. This study uses SEM data analysis techniques and data processing using PLS. The results of this study indicate that product quality has a positive and significant effect on purchasing decisions, product design has a positive and not significant effect on usage decisions, and brand image has a positive and not significant effect on purchasing decisions. Keywords: Product Quality, Design, Brand Image, Kawasaki Ninja 250 FI 2 Silinder

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 391
Call Number: SE/31/21/290
NIM/NIDN Creators: 43115010069
Additional Information: Kualitas Produk, Desain Produk, Brand Image, Keputusan Pembelian, Kawasaki Ninja 250 FI 2 Silinder.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.92 Influence of Social Environment/Pengaruh Lingkungan Sosial
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.9 Environmental Psychology/Psikologi Lingkungan > 155.93 Influence of Specific Situations/Pengaruh Situasi Tertentu
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi)
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
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 796 Athletic and Outdoor Sports/Atletik dan Olah Raga Luar Ruangan > 796.7 Driving Motor Vehicles/Bermotor
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 04 Jan 2022 03:36
Last Modified: 15 Jul 2022 01:03
URI: http://repository.mercubuana.ac.id/id/eprint/53467

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