MARSAL HANDIKA, . (2011) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO (Survey pada PT. Daya Anugrah Mandiri Jatiwaringin). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Tujuan penelitian ini adalah: 1) Mengetahui deskripsi citra merek, kualitas produk, dan keputusan pembelian sepeda motor Honda Vario, (2) Mengetahui pengaruh citra merek terhadap keputusan pembelian, (3) Mengetahui pengaruh kualitas produk terhadap keputusan pembelian, (4) Mengetahui pengaruh citra merek dan kualitas produk secara bersama-sama atau simultan terhadap keputusan pembelian. Unit analisis adalah PT. Daya Anugrah Mandiri atau dealer resmi Honda Jatiwaringin. Unit observasi adalah 133 responden yang merupakan pengguna sepeda motor Honda Vario yang sedang melakukan service di dealer Honda Jatiwaringin. Jenis penelitian adalah deskriptif, serta metode penelitian adalah explanatory survey. Hasil analisis deskriptif menunjukan; a) dimensi atribut merupakan dimensi yang paling dominant pada variabel citra merek, (b) dimensi consistency (performance quality) merupakan dimensi yang paling dominan pada variabel kualitas produk, (c) dimensi pengenalan masalah merupakan dimensi paling dominan pada variabel keputusan pembelian. Hasil pengujian hipotesis; 1) variabel citra merek mempunyai pengaruh signifikan terhadap keputusan pembelian sebesar 14,3%; (2) variabel kualitas produk mempunyai pengaruh siginifikan terhadap keputusan pembelian sebesar 3,1%; (3) variabel citra merek dan kualitas produk secara simultan atau bersama-sama mempunyai pengaruh terhadap keputusan pembelian sebesar 15,1%. The essential objective of this research was to: 1) Identify the description of brand image, product quality, and purchasing decision of honda vario motorcycle, (2) Identify the influence of brand image on purchasing decision, (3) Identify the Influence of product quality on purchasing decision, (4) Identify the influence of brand image and product quality simultaneously on purchasing decision. The unit analysis was PT. Daya Anugrah Mandiri as authorized official dealer of Honda Jatiwaringin. Observation unit was 133 respondents of Honda Vario motorcycle rider who were having their motorcylce serviced at Honda Jatiwaringin. The research was categorized as descriptive research and the the research method used was explanatory survey. Descriptive analysis result showed that; a) attribute dimension became the most predominant dimension of brand image variable, (b) consistency dimension (performance quality) became the most predominant dimension of product quality variable, (c) problem introduction dimension became the most predominant dimension on purchasing decision variable. Hypothesis tested showed; 1) brand image product has significant influence on purchasing decision of about 14,3%; (2) product quality Product has significant influence on purchasing decision of about 3,1%; (3) brand image variable and product quality has simultaneously influenced on purchasing pecision of about 15,1%.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1) Dr. Mohamad Rizan, SE., MM, 2) Agung Kresnamurti,. ST,.MM., |
| Subjects: | Manajemen > Manajemen , Business |
| Divisions: | FE > S1 Manajemen |
| Depositing User: | sawung yudo |
| Date Deposited: | 30 Jun 2022 06:17 |
| Last Modified: | 30 Jun 2022 06:17 |
| URI: | http://repository.unj.ac.id/id/eprint/31160 |
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