PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Honda PCX PT. Tunas Dwipa Matra Cabang Antasari)

Anggi Krisdayanti, Nyoman and Wibasuri, Anggalia (2024) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING (Studi pada Konsumen Honda PCX PT. Tunas Dwipa Matra Cabang Antasari). Masters thesis, INSTITUT INFORMATIKA DAN BISNIS DARMAJAYA.

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Abstract

This research aims to determine the influence of product quality and price on purchasing decisions with brand image as an intervening variable (Study on Honda PCX Consumers PT. Tunas Honda Dwipa Matra Antasari Branch). In this research, the sample used is saturated sampling or often called a census. Another term for a saturated sample is a census, where the entire population is sampled. Based on the explanation above, the samples in this research will be the entire population taken, namely all Honda PCX PT motorbike consumers. Tunas Dwipa Matra Antasari Branch with 189 consumers. The results of this research state that 1) Product Quality influences the Honda PCX Brand Image. 2) Price affects the Honda PCX Brand Image. 3) Brand Image influences Honda PCX Purchase Decisions. 4) Product quality influences Honda PCX purchasing decisions. 5) Price influences Honda PCX purchasing decisions. 6) Product quality influences purchasing decisions through the Honda PCX brand image. 7) Price influences purchasing decisions through the Honda PCX Brand Image. It is hoped that PT. Tunas Dwipa Matra Antasari can maintain and increase outreach about product quality and prices to Honda PCX users.

Item Type: Thesis (Masters)
Subjects: 300 Ilmu Ilmu Sosial > 330 Ilmu Ekonomi
eTheses
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: Nyoman Anggi Krisdayanti
Date Deposited: 10 Sep 2024 05:51
Last Modified: 10 Sep 2024 05:51
URI: http://repo.darmajaya.ac.id/id/eprint/18116

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