Rizki, Kusuma (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA PCX (Studi Kasus Pada PT. Artha Sentra Oto Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, citra merek dan desain produk terhadap keputusan pembelian motor Honda PCX pada PT. Artha Sentra Oto. Strategi yang digunakan dalam penelitian ini adalah strategi asosiatif dengan metode survey. Populasi dalam penelitian ini adalah 71 pembeli motor Honda PCX 150cc pada PT. Artha Sentra Oto. Pengambilan sampel yang digunakan dalam penelitian ini adalah Purposive Sampling dengan teknik sensus dengan sampel 71 responden. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Penelitian ini menggunakan metode analisis koefisien determinasi dan uji hipotesis dengan Software (perangkat lunak) SPSS. Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan terdapat pengaruh positif dan signifikan kualitas produk, citra merek dan desain produk terhadap keputusan pembelian motor Honda PCX pada PT. Artha Sentra Oto. This study aims to determine the effect of product quality, brand image and product design on purchasing decisions for Honda PCX at PT. Artha Sentra Oto. The strategy used in this research is associative strategy with survey method. The population in this study were 71 buyers of Honda PCX 150cc motorcycles at PT. Artha Sentra Oto. Sampling used in this research is purposive sampling with census technique with a sample of 71 respondents. The data collection technique uses a questionnaire that has been tested for validity and reliability. This study uses the method of analysis of the coefficient of determination and hypothesis testing with SPSS software. The results of this study indicate that partially and simultaneously there is a positive and significant effect of product quality, brand image and product design on purchasing decisions for Honda PCX motorcycles at PT. Artha Sentra Oto.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Desain Produk, Keputusan Pembelian. | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | RIZKI KUSUMA WARDANI | ||||||||
| Date Deposited: | 28 Dec 2021 08:04 | ||||||||
| Last Modified: | 28 Dec 2021 08:04 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/6473 |
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