Muttaqin, Rifqi Zaeni (2020) PENGARUH CITRA MEREK, KUALITAS PRODUK DAN NILAI PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI XPANDER DI KOTA SEMARANG. Undergraduate thesis, Universitas Stikubank.
![[thumbnail of HALAMAN JUDUL]](/style/images/fileicons/application_pdf.png) |
PDF (HALAMAN JUDUL)
Download (882kB) |
|
PDF (ABSTRAK)
Download (33kB) |
|
PDF (BAB I)
Download (184kB) |
|
PDF (BAB II)
Restricted to Repository staff only Download (295kB) |
|
PDF (BAB III)
Restricted to Repository staff only Download (181kB) |
|
PDF (BAB IV)
Restricted to Repository staff only Download (93kB) |
|
PDF (BAB V)
Restricted to Repository staff only Download (42kB) |
|
PDF (DAFTAR PUSTAKA)
Download (33kB) |
|
PDF (LAMPIRAN)
Restricted to Repository staff only Download (3MB) |
Abstract
Penelitian ini untuk menganalisis pengaruh parsial citra merek, kualitas produk, dan nilai pelanggan terhadap keputusan pembelian mobil Mitsubishi Xpander. Populasi dalam penelitian ini adalah semua konsumen Mitsubishi Xpander dengan responden sebanyak 154 konsumen yang ditetapkan dengan menggunakan purposive sampling. Untuk mendapatkan data primer menggunakan kuisioner dan data sekunder diperoleh dengan menggunakan studi pustaka. Data primer diolah dengan menggunakan SPSS versi 25 dengan hasil sebagai berikut. Berdasarkan pada uji instrumen penelitian menunjukkan, bahwa semua indikator dinyatakan valid dan semua variabel dinyatakan reliabel. Berdasarkan Uji Koefisien Determinasi (R2) menunjukkan, bahwa 50,7 persen variabel keputusan pembelian dijelaskan oleh variabel citra merek, kualitas produk, dan nilai pelanggan. Berdasarkan Uji Model F menunjukkan, bahwa model regresi layak digunakan sebagai model penelitian. Berdasarkan hasil koefisien regresi menunjukkan, bahwa citra merek berpengaruh positif terhadap keputusan pembelian, kualitas produk berpengaruh positif terhadap keputusan pembelian dan nilai pelanggan berpengaruh positif keputusan pembelian mobil Mitsubishi Xpander di Kota Semarang. ABSTRACT This study is to analyze the partial influence of brand image, product quality, and customer value on purchasing decisions for Mitsubishi Xpander cars. The population in this study were all consumers of Mitsubishi Xpander with 154 respondents as respondents who were determined using purposive sampling. To obtain primary data using a questionnaire and secondary data obtained using a literature study. Primary data were processed using SPSS version 25 with the following results. Based on the research instrument test, it shows that all indicators are declared valid and all variables are declared reliable. Based on the Determination Coefficient Test (R2), it shows that 50.7 percent of the purchasing decision variables are explained by the variables of brand image, product quality, and customer value. Based on the F Model Test, it shows that the regression model is feasible to be used as a research model. Based on the results of the regression coefficient, it shows that brand image has a positive effect on purchasing decisions, product quality has a positive effect on purchasing decisions and customer value has a positive effect on purchasing decisions for Mitsubishi Xpander cars in Semarang City.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1744 NIM 16.05.51.0065 |
| Uncontrolled Keywords: | Kata Kunci: Citra Merek, Kualitas Produk, Nilai Pelanggan dan Keputusan Pembelian |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 09 Nov 2020 03:20 |
| Last Modified: | 09 Nov 2020 03:20 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7367 |
Actions (login required)
 |
View Item |
