PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Kasus pada Pengguna Sepeda Motor Honda di Cakung)

Murti Trimulatsih, Elisabet (2021) PENGARUH PERSEPSI HARGA, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi Kasus pada Pengguna Sepeda Motor Honda di Cakung). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, citra merek, dan kualitas produk terhadap keputusan pembelian sepeda motor di wilayah Cakung. Populasi dalam penelitian ini adalah masyarakat pengguna sepeda motor Honda di Cakung. Teknik pengambilan sampel menggunakan Cluster Sampling. Metode pengumpulan data menggunakan kuesioner sebanyak 80 responden. Metode analisis data yang digunakan adalah analisis statistik data deskriptif. Simpulan penelitian ini yaitu persepsi harga, citra merek dan kualitas produk secara parsial dan simultan berpengaruh signifikan terhadap keputusan pembelian sepeda motor Honda di wilayah Cakung. Kata Kunci : Persepsi Harga, Citra Merek, Kualitas Produk, dan Keputusan Pembelian ABSTRACT This study aims to determine the effect of price perception, brand image, and product quality on motorcycle purchasing decisions in the Cakung area. The population in this study is the community of Honda motorcycle users in Cakung. The sampling technique used was Cluster Sampling. The data collection method used a questionnaire of 80 respondents. The data analysis method used is descriptive data statistical analysis. The conclusion of this study is that price perception, brand image and product quality partially and simultaneously have a significant effect on purchasing decisions for Honda motorcycles in the Cakung area. Keywords: Price Perception, Brand Image, Product Quality, and Purchase Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSaefurahman, Asep0302087001asep_saefurahman@stei.ac.id
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: ELISABET MURTI TRIMULATSIH
Date Deposited: 28 Sep 2021 14:55
Last Modified: 28 Sep 2021 14:55
URI: http://repository.stei.ac.id/id/eprint/5272

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