ANALISIS PENGARUH KUALITAS PRODUK, BRAND AWARENESS DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI ERTIGA DI KOTA CILEGON BANTEN

KRAHARA, YUWAN DITRA (2021) ANALISIS PENGARUH KUALITAS PRODUK, BRAND AWARENESS DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI ERTIGA DI KOTA CILEGON BANTEN. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, brand awareness and promotion on the decision to purchase a Suzuki Ertiga car in the city of Cilegon, Banten.. The population of this study are customers who have bought a Suzuki Ertiga car located in Cilegon City with a total sample of 200 respondents. The data analysis method uses the Structural Equation Model-Partial Least Square (SEMPLS). The software used to process and analyze data from this study is Smart PLS version 3.3.2. The results of the study found that the product quality of Brand Awareness and promotion has a positive and significant effect on purchasing decisions. Keywords: Product Quality, Brand Awareness, Promotion, Purchase Decision Penelitian ini bertujuan untuk menalisis Pengaruh Kualitas Produk, Brand Awareness dan Promosi Terhadap Keputusan Pembelian Mobil Suzuki Ertiga di Kota Cilegon Banten. Populasi dari penelitian ini adalah Pelanggan yang sudah membeli Mobil Suzuki Ertiga yang berlokasi di Kota Cilegon dengan Jumlah Sampel Sebanyak 200 Responden. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Perangkat lunak yang digunakan untuk mengolah dan menganalisis data dari penelitian ini adalah Smart PLS versi 3.3.2. Hasil penelitian menemukan bahwa Kualitas Produk Brand Awareness dan Promosi Berpengaruh Positif dan Signifikan terhadap Keputusan Pembelian Kata Kunci: Kualitas Produk, Brand Awareness, Promosi, Keputusan Pembelian

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118120078
Uncontrolled Keywords: Kualitas Produk, Brand Awareness, Promosi, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 382 International Commerce, Foreign Trade/Perdagangan Internasional > 382.4 International Commerce by Product and Service/Perdagangan Internasional oleh Produk dan Layanan
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Oct 2023 02:01
Last Modified: 24 Oct 2023 02:01
URI: http://repository.mercubuana.ac.id/id/eprint/83124

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