PENGARUH DESIGN PRODUCT, PRICE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOBIL DAIHATSU ALL NEW TERIOS (Studi pada PT. Astra International Tbk. Cabang Sunter)

SUPRIYATNO, FUAD EKO (2023) PENGARUH DESIGN PRODUCT, PRICE DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOBIL DAIHATSU ALL NEW TERIOS (Studi pada PT. Astra International Tbk. Cabang Sunter). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the influence of product design, price and brand image on purchasing decisions. The research design used is quantitative. The sampling technique uses purposive sampling of 150 respondents who have purchased Daihatsu All New Terios at least once. The data analysis method used is structural equation modeling using smartpls. The results showed that product design has a positive and significant effect on purchasing decisions, price has a negative and significant effect on purchasing decisions, brand image affects purchasing decisions. Kata Kunci: design product, price, brand image, purchase decision Penelitian ini bertujuan untuk mengetahui pengaruh design product, price dan brand image terhadap keputusan pembelian. Desain penelitian yang digunakan adalah kuantitatif. Teknik pengambilan sampel menggunakan purposive sampling 150 responden yang pernah membeli Daihatsu All New Terios minimal satu kali pembelian. Metode analisis data yang digunakan adalah structural equation modelling denganmenggunakan smartpls. Hasil penelitian menunjukkan bahwa design product berpengaruh positif dan signifikan terhadap keputusan pembelian, price berpengaruh negatif dan signifikan terhadap keputusan pembelian, brand image berpengaruh terhadap keputusan pembelian. Kata Kunci: design product, price, brand image, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 079
Call Number: SE/31/23/169
NIM/NIDN Creators: 43115110410
Uncontrolled Keywords: design product, price, brand image, keputusan pembelian
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: MILA RISKA
Date Deposited: 24 May 2023 06:21
Last Modified: 03 Jun 2023 03:16
URI: http://repository.mercubuana.ac.id/id/eprint/76679

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