Adnan, Rizky (2022) PERBANDINGAN BRAND IMAGE DENGAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI XPANDER MENGGUNAKAN WILCOXON SIGNED TEST. Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui hubungan brand image dan kualitas produk terhadap keputusan pembelian mobil Mitsubishi Xpander di DKI Jakarta; dan membandingkan nilai brand image dengan nilai kualitas produk mobil Mitsubishi Xpander di DKI Jakarta. Teknik pengambilan sampel menggunakan non-probability sampling jenis purposive dengan pertimbangan yang dipilih adalah pengguna mobil Mitsubishi Xpander yang telah melakukan pembelian sebanyak 96 responden. Penelitian ini menggunakan analisis statistik non-parametrik korelasi Rank Spearman dan Wilcoxon signed test yang diolah dengan software IBM SPSS versi 25. Data yang digunakan berupa data primer. Teknik pengumpulan data menggunakan kuesioner. Hasil penelitian ini membuktikan bahwa (1) brand image memiliki hubungan yang signifikan terhadap keputusan pembelian mobil Mitsubishi Xpander; (2) kualitas produk memiliki hubungan yang signifikan terhadap keputusan pembelian mobil Mitsubishi Xpander; dan (3) tidak ada perbedaan yang signifikan antara nilai median brand image dengan nilai median kualitas produk mobil Mitsubishi Xpander. This study aims to determine the relationship between of brand image and product quality purchasing decision of Mitsubishi Xpander car in DKI Jakarta; and to compare of brand image value with product quality value of Mitsubishi Xpander car in DKI Jakarta. This research was conducted using the non-probability sampling type of purposive technique with the consideration that the selected Mitsubishi Xpander car users who have made purchases as many as 96 respondents. This research uses a statistical non-parametric Spearman Rank correlation and Wilcoxon signed test which is processed with IBM SPSS software version 25. The data used in this study are primary data. The technique of using data is using a questionnaire. The results of this research prove that (1) brand image has a significant relationship on purchasing decision of Mitsubishi Xpander; (2) product quality has a significant relationship on purchasing decision of Mitsubishi Xpander; and (3) there is no significant difference between of brand image median value with product quality median value of Mitsubishi Xpander.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Uncontrolled Keywords: | Brand Image, Kualitas Produk, Keputusan Pembelian dan Wilcoxon Signed Test | ||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Rizky Adnan | ||||||||
| Date Deposited: | 07 Apr 2022 03:16 | ||||||||
| Last Modified: | 07 Apr 2022 03:16 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/7448 |
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- PERBANDINGAN BRAND IMAGE DENGAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI XPANDER MENGGUNAKAN WILCOXON SIGNED TEST. (deposited 07 Apr 2022 03:16) [Currently Displayed]
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