Suharto, A. (2021) PENGARUH CITRA MEREK, KUALITAS PRODUK, PERSEPSI HARGA DAN PROMOSI TERHADAP PROSES KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Sepeda Polygon di Kota Semaranng). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menganalisis Pengaruh +Citra +Merek, +Kualitas Produk, Persepsi Harga dancPromosi terhadap Proses Keputusan Pembelian Studi pada Konsumen Sepeda Polygon di Kota Semarang . Untuk pengambilan sampel dalam penelitian ini menggunakan Purposive Sampling yang berjumlah 100 responden. Pengambilan sampel dengan kriteria Penduduk Kota Semarang Jawa Tengah yang membeli dan sekaligus menggunakan Polygon Bikes dan juga Berusia minimal 17 tahun. Pengujian dalam data ini menggunakan uji instrumen, analisis linier berganda, dan uji model. Berdasarkan uji hipotesis diperoleh bahwa Citra Merek berpengaruh positif dan signifikan terhadap Proses Keputusan Pembelian, Kualitas Produk berpengaruh positif dan tidak signifikan terhadap Proses Keputusan Pembelian, Persepsi Harga berpengaruh positif dan tidak signifikan terhadap Proses Keputusan Pembelian dan Promosi berpengaruh positif dan signifikan terhadap Proses Keputusan Pembelian ABSTRACT This study aims to analyze the effect of brand image, product quality, price perception and promotion on the study purchasing decisions process of Polygon bicycle consumers in the city of Semarang. Sampling in this study used purposive sampling, amounting to 100 respondents. Sampling with criteria Semarang City residents Central Java who buy and simultaneously use Polygon Bikes and also aged at least 17 years. Testing in this data uses test instruments, multiple linear analysis, and model testing. Based on the hypothesis test, it is found that Brand Image has a positive and significant effect on Purchasing Decisions process, Product Quality has a positive and insignificant effect on Purchasing Decisions process, Perception of Prices has a positive and insignificant effect on Purchasing Decisions Process and Promotions have positive and significant effects on Purchasing Decisions Process.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1818-NIM 16.05.51.0067 |
| Uncontrolled Keywords: | Kata kunci: citra merek, kualitas produk, persepsi harga, promosi 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: | 03 Jun 2021 06:56 |
| Last Modified: | 03 Jun 2021 06:56 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7769 |
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