PENGARUH NEGARA ASAL, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI MOTOR

FAUZI, HUSNY (2022) PENGARUH NEGARA ASAL, CITRA MEREK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI MOTOR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Country of Origin, Brand Image, and Price Perception on Mitsubishi Motors Car Purchase Decisions. The population used in this study are consumers who have bought a Mitsubishi Motor brand car in Jakarta with a total sample of 185 respondents. Data analysis was performed using Smart-PLS. The results show that the country of origin has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on purchasing decisions, and price perceptions have a positive and significant effect on purchasing decisions. It is recommended that Mitsubishi Motors distributors in DKI Jakarta introduce all types of vehicles owned by Mitsubishi Motors to consumers through advertisements on television and social media so that consumers have many references to all products owned by Mitsubishi Motors. Keyword: Country of Origin, Brand Image, Price Perception, Purchase Decisions Penelitian ini bertujuan untuk mengetahui pengaruh Negara Asal, Citra Merek, dan Persepsi Harga Terhadap Keputusan Pembelian Mobil Mitsubishi Motor. Populasi yang digunakan dalam penelitian ini adalah konsumen yang sudah membeli mobil merek Mitsubishi Motor diJakarta dengan jumlah sampel sebanyak 185 responden. Analisis data dilakukan dengan menggunakan Smart- PLS. Hasil penelitian menunjukkan bahwa negara asal berpengaruh positif dan signifikan terhadap keputusan pembelian, citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian, dan persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Disarankan agar distributor Mitsubihi Motor di DKI Jakarta lebih memperkenalkan seluruh tipe kendaraan yang dimiliki oleh Mitsubishi Motors kepada konsumen melalui iklan di televisi maupun media sosial sehingga konsumen memiliki banyak referensi terhadap seluruh produk yang dimiliki Mitsubishi Motors Kata Kunci: Negara Asal, Citra Merek, Persepsi Harga, Keputusan Pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 261
NIM/NIDN Creators: 43117110263
Uncontrolled Keywords: Negara Asal, Citra Merek, Persepsi Harga, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 120 Epistemology/Epistemologi > 121 Theory of Knowledge/Teori Pengetahuan > 121.3 Origin, Sources, Means of Knowledge/Asal, Sumber, Sarana Pengetahuan > 121.34 Perception/Persepsi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 26 Nov 2022 04:30
Last Modified: 26 Nov 2022 04:30
URI: http://repository.mercubuana.ac.id/id/eprint/71966

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