Laoly Pratiwi Sirait, Afrindo (2021) PENGARUH DESAIN PRODUK, DAYA TARIK IKLAN, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PCX (Studi Pada Honda PCX Club Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (COVER + ABSTRAK)
COVER + ABSTRAK.pdf Available under License Creative Commons Attribution Non-commercial. Download (243kB) |
|
Text (BAB I)
BAB I.pdf Available under License Creative Commons Attribution Non-commercial. Download (203kB) |
|
Text (BAB II)
BAB II.pdf Available under License Creative Commons Attribution Non-commercial. Download (232kB) |
|
Text (BAB III)
BAB III.pdf Available under License Creative Commons Attribution Non-commercial. Download (288kB) |
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (323kB) | Request a copy |
|
Text (BAB V)
BAB V.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (99kB) | Request a copy |
|
Text (LAMPIRAN)
LAMPIRAN .pdf Available under License Creative Commons Attribution Non-commercial. Download (983kB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh desain produk, daya tarik iklan dan citra merek terhadap keputusan pembelian sepeda motor Honda PCX pada Honda PCX Club Jakarta. Metode penelitian yang digunakan dalam penelitian ini adalah kuantitatif dengan menggunakan strategi penelitian yang bersifat asosiatif. Populasi dalam penelitian ini adalah anggota komunitas motor pada Honda PCX Club Jakarta. Metode pengumpulan data melalui kuesioner yang diukur menggunakan skala likert. Pengambilan sampel menggunakan rumus Yamane dalam Sugiyono. Teknik pengambilan sampel menggunakan metode probability sampling. Analisis statistik data menggunakan koefisien determinasi (parsial dan berganda) dan uji hipotesis (parsial dan simultan) dengan menggunakan program SPSS ver 26.00. Hasil penelitian menunjukkan bahwa variabel desain produk, dan citra merek berpengaruh secara positif dan signifkan terhadap keputusan pembelian sepeda motor Honda PCX pada salah satu komunitas motor Honda PCX Club Jakarta, sedangkan variabel daya tarik iklan tidak berpengaruh secara signifikan terhadap keputusan pembelian sepeda motor Honda PCX di komunitas motor Honda PCX Club Jakarta. Kata Kunci : Desain Produk, Daya Tarik Iklan, Citra Merek, Keputusan Pembelian ABSTRACT This research aims to find out the influence of product design, advertising appeal and brand image on the decision to purchase Honda PCX motorcycles at Honda PCX Club Jakarta. The research method used in this research is quantitative by using research strategies that are associative. The population in this study was a member of the motorcycle community at Honda PCX Club Jakarta. The method of collecting data through questionnaires is measured using the likert scale. Sampling uses Yamane formula in Sugiyono. Sampling techniques using probability sampling methods. Statistical analysis of data uses coefficients of determination (partial and multiple) and hypothesis tests (partial and simultaneous) using the SPSS ver 26.00 program. The results showed that product design variables, and brand image positively and significantly affected the decision to purchase Honda PCX motorcycles in one of the Honda PCX Club Jakarta motorcycle community, while the ad attractiveness variable had no significant effect on the decision to purchase Honda PCX motorcycles in the Honda PCX Club Jakarta motorcycle community. Keywords: Product Design, Advertising Attractiveness, Brand Image, Purchase Decision
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | AFRINDO LAOLY PRATIWI SIRAIT | ||||||||
| Date Deposited: | 20 Sep 2021 21:54 | ||||||||
| Last Modified: | 20 Sep 2021 21:54 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5150 |
Actions (login required)
 |
View Item |
