Juliansyah, Rivaldi (2021) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PERSEPSI HARGA TERHADAP PROSES KEPUTUSAN PEMBELIAN DI PT Mandalatama Armada Motor Semarang (Studi pada konsumen di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
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Abstract
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh kualitas produk, citra merek dan persepsi harga terhadap proses keputusan pembelian di PT. Mandalatama Armada Motor Semarang. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik sampel purposive sampling dengan jumlah responden sebanyak 100 orang. Metode pengumpulan pada penelitian ini menggunakan kuesiner yang mana responden menjawab sesuai dengan skala lingkert melalui daftar pernyataan yang disebarkan Berdasarkan Hasil penelitian ini menunjukan bahwa variabel kualitas produk. Citra merek dan persepsi harga berpengaruh signifikan terhadap proses keputusan pembelian di PT Mandalatama Armada Motor Semarang. 1) kualitas produk secara parsial berpengaruh signifikan proses keputusan pembelian. 2) citra merek secara parsial berprngaruh signifikan terhadap proses keputusan pembelian. 3) persepsi harga secara parsial berpengaruh signifikan terhadap proses keputusan pembelian. ABSTRACT The experiment purpose is analyzing the corelation between product quality, brand recognition, and people pricing perception on buying decision at PT. Mandalatama Motor Semaramg. The sampling technique used in this study was purposive sampling technique with a total of 100 respondents. . The research method in this study uses a questionnaire in which the respondent answers according to the environmental scale through a list of statements that are distributed Based on the results of this study indicate that the product quality variable. Brand image and price perception together have a significant effect on the purchasing decision process at PT Mandalatama Armada Motor Semarang. 1) product quality partially has a significant effect on the purchasing decision process. 2) brand image partially has a significant effect on the purchasing decision process. 3) perceived price partially has a significant effect on the purchasing decision process.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1814 NIM 17.05.51.0064 |
| Uncontrolled Keywords: | Kata Kunci : Kualitas Produk, Persepsi Harga, Citra Merek dan Proses 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: | 20 May 2021 02:32 |
| Last Modified: | 20 May 2021 02:32 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7672 |
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