PENGARUH CITRA MERK, KUALITAS PRODUK DAN HARGA DALAM MENENTUKAN KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Studi Kasus di Toyota AUTO2000)

AYUNINGTIAS, PUJA RANI NUR (2019) PENGARUH CITRA MERK, KUALITAS PRODUK DAN HARGA DALAM MENENTUKAN KEPUTUSAN PEMBELIAN MOBIL TOYOTA AVANZA (Studi Kasus di Toyota AUTO2000). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study revealed that there are four variables that aim to determine the effect of brand image, product quality and price in determining the purchase decision of Toyota Avanza cars. Respondents in this study were people who had bought Toyota Avanza cars. This research was conducted on 150 respondents using a quantitative approach. Analysis of the data used is multiple linear regression analysis with SPSS statistical software tools. The results of this study indicate that the price test does not have a significant effect in determining the purchase decision of Toyota Avanza cars. Brand image and product quality have a significant effect in determining the purchase decision of Toyota Avanza cars. Keywords: Brand Image, Product Quality, Price, Purchase Decision, Toyota Avanza.. Penelitian ini mengungkapkan ada empat variabel yang bertujuan untuk mengetahui pengaruh citra merek, kualitas produk dan harga dalam menentukan keputusan pembelian mobil toyota avanza. Responden pada penelitian ini adalah masyarakat yang sudah membeli mobil toyota avanza. Penlitian ini dilakukan terhadap 150 responden dengan menggunakan pendekatan kuantitatif. Analisis data yang digunakan adalah analisis regresi linier berganda dengan alat bantu software statistik SPSS. Hasil penelitian ini menunjukkan bahwa secara uji harga tidak berpengaruh siginifikan dalam menentukan keputusan pembelian mobil toyota avanza. Citra merek dan kualitas produk berpengaruh signifikan dalam menentukan keputusan pembelian mobil toyota avanza. Kata Kunci : Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian, Toyota Avanza

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 587
NIM/NIDN Creators: 43115010400
Uncontrolled Keywords: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian, Toyota Avanza
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 > 658.7 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: 28 May 2022 07:16
Last Modified: 28 May 2022 07:16
URI: http://repository.mercubuana.ac.id/id/eprint/62059

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