PENGARUH PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA SCOOPY

Putri Pertiwi, Nur’Aini (2019) PENGARUH PERSEPSI HARGA, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA SCOOPY. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh Persepsi Harga, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian Motor Honda Scoopy. Populasi sasaran penelitian ini adalah pengguna motor honda scoopy pada PT. Daya Anugrah Mandiri. Sampel penelitian sebanyak 94 responden. Strategi yang digunakan dalam penelitian ini adalah strategi penelitian asosiatif dengan metode penelitian purposive sampling. Metoda analisis data yang digunakan adalah uji koefisien determinasi (R2 ) dan uji hipotesis. Hasil penelitian menunjukan pengaruh Persepsi Harga terhadap keputusan pembelian positif dan signifikan. Pengaruh citra merek terhadap keputusan pembelian positif dan signifikan. Pengaruh promosi terhadap keputusan pembelian positif dan signifikan. Secara simultan terdapat pengaruh positif dan signifikan antara persepsi harga, citra merek, dan kualitas produk terhadap keputusan pembelian. Kata Kunci: Persepsi Harga, Citra Merek, dan Kualitas Produk terhadap Keputusan Pembelian. ABSTRACT This study aims to study the effect of Price Perception, Brand Image, and Product Quality on the Purchasing Decision of a Honda Scoopy Motorcycle. The target population of this study is Honda Scoopy motorbike users at PT. Independent Grace Power. The research sample of 94 respondents. The strategy used in this study is an associative research strategy with a purposive sampling research method. Data analysis method used is the coefficient of determination test (R2) and hypothesis testing. The results showed the effect of Price Perception on purchasing decisions positive and significant. The influence of brand image on purchasing decisions is positive and significant. The effect of promotion on purchasing decisions positive and significant. Simultaneously there is a positive and significant effect between price perception, brand image, and product quality on purchasing decisions. Keywords: Price Perception, Brand Image, and Product Quality on Purchasing Decisions

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorSumitro, SumitroUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 06 Jan 2022 04:15
Last Modified: 06 Jan 2022 04:15
URI: http://repository.stei.ac.id/id/eprint/6682

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