PENGARUH GAYA HIDUP, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALL NEW FORTUNER (Studi Kasus PT. ASTRA INTERNAL TBK Auto 2000 Delivery Center)

RIFA'I, RIZQI MAULANA (2019) PENGARUH GAYA HIDUP, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA ALL NEW FORTUNER (Studi Kasus PT. ASTRA INTERNAL TBK Auto 2000 Delivery Center). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the Effect of Lifestyle, Brand Image and Product Quality on the Purchase Decision of the Toyota All New Fortuner. Data collected through 140 respondents who are consumers of PT. ASTRA INTERNAL TBK Auto 2000 Delivery Center. Questionnaire data collection techniques using the Ordinal measurement scale. The method used in this study is a causal analysis research method. The data analysis used is statistical analysis in the form of Structural Equation Modeling (SEM). In this study shows that Lifestyle variables and Brand Image variables do not significantly influence the Purchasing Decision. While the product quality variable has a significant effect on the Toyota All New Fortuner Purchase Decision. Keywords: Lifestyle, Brand Image, Product Quality, Purchasing Decision Penelitian ini bertujuan untuk mengetahui Pengaruh Gaya Hidup, Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian Mobil Toyota All New Fortuner. Data dikumpulkan melalui 140 responden yang merupakan Konsumen dari PT. ASTRA INTERNAL TBK Auto 2000 Delivery Center. Teknik pengumpulan data berbentuk kuesioner dengan menggunakan skala pengukuran Ordinal. Metode yang digunakan pada penelitian ini adalah metode penelitian analisis kausal. Analisis data yang digunakan adalah analisis statistik dalam bentuk Structural Equation Modeling (SEM). Pada penelitian ini menunjukkan bahwa variabel Gaya Hidup dan variabel Citra Merek tidak berpengaruh secara signifikan terhadap Keputusan Pembelian. Sementara variabel kualitas produk berpengaruh secara signifikan terhadap Keputusan Pembelian Mobil Toyota All New Fortuner. Kata Kunci: Gaya Hidup, Citra Merek, Kualitas Produk, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 419
NIM/NIDN Creators: 43112120367
Uncontrolled Keywords: Gaya Hidup, Citra Merek, Kualitas 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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
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: Dede Muksin Lubis
Date Deposited: 24 May 2022 06:54
Last Modified: 24 May 2022 06:54
URI: http://repository.mercubuana.ac.id/id/eprint/61714

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