GILARTO, BEDA VIENERARIO (2020) PENGARUH CITRA MEREK DAN DESAIN PRODUK TERHADAP MINAT BELI KONSUMEN PRODUK ISUZU MU-X. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Dalam penelitian ini menggunakan variabel independen citra merek (X1) dan desain produk (X2). Metode analisis yang digunakan analisa regresi linier berganda. Sampel yang digunakan dalam penelitian ini sebanyak 65 responden yang diambil secara random dari konsumen produk Isuzu MU-X yang telah melakukan pembelian. Data yang diperoleh merupakan data primer yang merupakan hasil dari jawaban responden atas kuesioner yang disebarkan. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh secara simultan pada variabel citra merek, dan desain produk terhadap minat beli konsumen. Hasil penelitian ini juga menunjukkan variabel citra merek dan desain produk berpengaruh signifikan secara parsial terhadap keputusan pembelian. Pada uji determinasi terdapat pengaruh sebesar 41,3% dari variabel independen (citra merek dan desain produk) terhadap variabel dependen (keputusan pembelian). Sedangkan, sebanyak 58,7% dipengaruhi oleh variabel lain dan tidak termasuk kedalam analisis regresi ini. Kata Kunci : citra merek, desain produk, minat beli konsumen ABSTRACT In this research uses a brand image (X1) and product design (X2) as an independent variables. The analysis’s method using a multiple linear regression analysis. The sample was used in this research are 65 respondents which took at random sampling from Isuzu MU-X customer who makes a buying decisions. The data retrieved is the primary data that is the result of respondent’s answers on a questionnaire that was distributed. The results of this research that are simultaneous influence of variable brand image and product design on buying interest. The result of this research also shows that the variable brand image and product design influence significantly partially against buying interest. On the determination test, there is influence of 41,3% of the independent variables (brand image and product design) on the dependent variable (buying interest). Meanwhile, a total of 58,7% is influenced by other variables and not included in the regression analysis. Keywords: brand image, product design, buying interest
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FT/IND 20 018 |
| NIM/NIDN Creators: | 41617320081 |
| Uncontrolled Keywords: | Keywords: brand image, product design, buying interest |
| 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 Teknik > Teknik Industri |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 08 Mar 2022 05:08 |
| Last Modified: | 08 Mar 2022 05:08 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/57446 |
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