PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA CALYA DI DKI JAKARTA

ALAWIYAH, WIDIASTUTI (2022) PENGARUH KUALITAS PRODUK, HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA CALYA DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian mobil Toyota Calya di DKI Jakarta. Pendekatan yang digunakan dalam penelitian ini adalah penelitian survey karena mengambil sampel dari satu populasi dan mengambil ukuran sampelnya sebanyak 220 responden, dihitung berdasarkan rumus hair et al. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square. Penelitian ini membuktikan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. Harga berpengaruh positif dan signifikan terhadap keputusan pembelian. Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian This study ains to analyze the influence of product quality, price and brand image on purchasing decisions for Toyota Calya Car at DKI Jakarta. The approach used in this research is survey research because it takes a sample from one population and take a sample size of 220 respondens with purposive sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that product quality has a positif and significant impact on purchasing decisions, the price has a positif and significant impact on purchasing decisions and brand image has a postif and significant impact on purchasing decisions. Keywords: product quality, price, brand image, purchasing decisions

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43118110213
Uncontrolled Keywords:	Kata Kunci: Kualitas Produk, Harga, Citra Merek, Keputusan Pembelian Keywords: product quality, price, brand image, purchasing decisions
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
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	TIA FEBRIANA ABABIL
Date Deposited:	26 Dec 2022 06:55
Last Modified:	26 Dec 2022 06:55
URI:	http://repository.mercubuana.ac.id/id/eprint/72828

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