ANDRIANI, RINA (2018) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO PADA PT ARTHA SENTRA OTO. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variabel Kualitas Produk, Citra Merek dan Desain Produk terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah seluruh konsumen yang melakukan pembelian motor Honda Vario di PT Artha Sentra Oto. Jumlah sampel yang digunakan sebanyak 100 responden dengan menggunakan desain penelitian kausal. Teknik pengambilan sampel ini mengunakan metode purposive sampling dan pengujian hipotesis menggunakan analisis regresi linier berganda dengan menggunakan SPSS v.23. Hasil penelitian ini menyatakan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Citra Merek berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Desain Produk berpengaruh positif dan tidak signifikan terhadap Keputusan Pembelian. Kata Kunci : Kualitas Produk, Citra Merek, Desain Produk, Keputusan Pembelian ABSTRACT This study aims to determine and analyze the effect of variable Product Quality, Brand Image and Product Design on Purchasing Decisions. The population in this study were all consumers who purchased a Honda Vario motorcycle at PT Artha Sentra Oto. The number of samples used was 100 respondents using a causal research design. This sampling technique used purposive sampling method and hypothesis testing using multiple linear regression analysis using SPSS v.23. The results of this study state that product quality has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, product design has a positive and insignificant effect on purchasing decisions. Keywords : Product Quality, Brand Image, Product Design, Purchase Decision
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 21 050 |
| NIM/NIDN Creators: | 43116320006 |
| Uncontrolled Keywords: | Kata Kunci : Kualitas Produk, Citra Merek, Desain Produk, Keputusan Pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 04 Feb 2022 06:59 |
| Last Modified: | 04 Feb 2022 06:59 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/55363 |
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