BANI, SUHADI RAJA (2022) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOTOR VARIO DI DEALER HONDA MOTOCARE BEKASI. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh variabel Citra Merek, Kualitas Produk, Harga terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah seluruh konsumen yang melakukan pembelian motor Honda Vario di Dealer Honda Motocore Bekasi. Jumlah sampel yang di gunakan sebanyak 100 responden kausal. Teknikpengambilan sampel menggunakan metode purposive sampling dan mengujian hipotesis menggunakan analisis regresi linier berganda dengan menggunakan SPSS v.26. Hasil penelitian ini menyatakan bahwa Citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, Kualitas produk berpengaruh positif dan tidak signifikan terhadap keputusan pembelian, Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Citra Merek, Kualitas Produk, Harga, Keputusan Pembelian This study aims to find out and analyze the effect of variable Brand Image, Product Quality, Price on Purchasing Decisions. The population in this study is all consumers who purchase Honda Vario motorcycles at Honda Motocore Bekasi Dealers. The number of samples used as many as 100 respondents. Sampling techniques use purposive sampling methods and test hypotheses using multiple linear regression analysis using SPSS v.26. The results of this study stated that brand image has a positive and significant effect on purchasing decisions, product quality has a positive and insignificant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions. Keywords: Brand Image, Product Quality, Price, Purchase Decision
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 22 043 |
| NIM/NIDN Creators: | 43118210036 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Harga, 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: | 07 Oct 2022 03:24 |
| Last Modified: | 07 Oct 2022 03:24 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/70108 |
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