Maulana, Adam Muhammad (2024) PENGARUH KUALITAS PRODUK, PROMOSI DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA SEPEDA MOTOR YAMAHA AEROX (Studi Kasus Pada Konsumen Dealer Yamaha Cigembang, Kab. Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Official URL: https://rama.uniku.ac.id

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis apakah ada pengaruh kualitas produk, promosi, dan citra merek terhadap keputusan pembelian. Penelitian ini menggunakan metode deskriftif dan verifikatif. Pengumpulan teknik menggunakan teknik sampel jenuh dengan jumlah sampel 119 responden yang merupakan pengguna sepeda motor di kabupaten kuningan. Tehnik pengumpulan data yang dilakukan dalam penelitian ini melalui penyebaran kuisioner melalui google form dan pengumpulan menggunakan skla interval. Analisi data menggunakan analisis regresi linear berganda yang dibantu dengan sofwahare SPSS 23. Hasil penelitian menunjukan bahwa: (1) Kualitas Produk berpengaruh positif dan signifikan terhadap keputusan pembelian. (2) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian. (3) Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian. (4) Kualitas Produk, Promosi, dan Citra Merek secara bersama-sama berpengaruh positif dan signifikan terhadap keputusan pembelian.
Kata kunci : Kualitas Produk, Promosi, Citra Merek, Keputusan Pembelian

The aim of this research is to analyze whether there is an influence of product quality, promotion and brand image on purchasing decisions. This research uses descriptive and verification methods. The collection technique used a saturated sampling technique with a sample size of 119 respondents who were motorbike users in Kuningan Regency. The data collection technique used in this research was by distributing questionnaires via Google Form and collecting using an interval scale. Data analysis uses multiple linear regression analysis assisted by SPSS 23 software. The research results show that: (1) Product quality has a positive and significant effect on purchasing decisions. (2) Promotion has a positive and significant effect on purchasing decisions. (3) Brand Image has a positive and significant effect on purchasing decisions. (4) Product Quality, Promotion, and Brand Image together have a positive and significant effect on purchasing decisions.
Keywords: Product Quality, Promotion, Brand Image, Purchasing Decisions

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kualitas Produk, Promosi, Citra Merek, Keputusan Pembelian Product Quality, Promotion, Brand Image, Purchasing Decisions
Subjects: A General Works > AC Collections. Series. Collected works
H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Adam Muhammad Maulana
Date Deposited: 09 Dec 2024 01:37
Last Modified: 09 Dec 2024 01:37
URI: https://rama.uniku.ac.id/id/eprint/2122

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