Hidayat, Muhammad Ikhsa Nur (2025) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK HELM BMC (Survei Pada Pengguna Sepeda Motor di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Fenomena dalam penelitian ini adalah penjualan produk helm BMC yang mengalami penurunan penjualan selama tiga tahun terakhir dari tahun 2022 – 2024 di beberapa toko helm seperti toko Alin Helm Kuningan, dan toko CMG Helmet Kuningan. Maka dapat diartikan bahwa produk Helm BMC mengalami pertumbuhan yang negatif. Penelitian ini bertujuan untuk mengetahui atau menganalisis Pengaruh Citra Merek, Kepercayaan Merek, dan Kualitas Produk Terhadap Minat Beli Produk Helm BMC Di Kabupaten Kuningan. Sampel yang diambil sebanyak 190 orang dari pengguna Sepeda Motor di Kabupaten Kuningan. Instrument penelitian ini berupa penyebaran kuisioner (angket) secara online melalui google form. Teknik analisis data yang digunakan adalah software SPSS 26. Hasil hipotesis yang diajukan menujukkan bahwa (1) Citra Merek, Kepercayaan Merek dan Kualitas Produk secara simultan berpengaruh positif terhadap Minat Beli. (2) Citra Merek berpengaruh positif dan signifikan terhadap Minat Beli (3) Kepercayaan Merek tidak berpengaruh terhadap Minat Beli. (4) Kualitas Produk berpengaruh positif dan signifikan terhadap Minat Beli.

The phenomenon underlying this research is the decline in sales of BMC helmet products over the past three years (2022–2024) in several helmet stores such as Alin Helm Kuningan and CMG Helmet Kuningan. This indicates that BMC helmet products are experiencing negative growth. This study aims to analyze the influence of brand image, brand trust, and product quality on the purchase intention of BMC helmet products in Kuningan Regency.The sample consisted of 190 motorcycle users in Kuningan Regency. The research instrument used was a questionnaire distributed online via Google Forms. The data analysis technique employed was regression analysis using SPSS version 26.The results of the hypothesis testing show that:(1) Brand image, brand trust, and product quality simultaneously have a positive influence on purchase intention: (2) Brand image has a positive and significant effect on purchase intention; (3) Brand Trust has no effect on Purchase Intention.; (4) Product quality has a positive and significant effect on purchase intention.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Citra Merek, Kepercayaan Merek, Kualitas Produk Minat Beli, Pasar Keywords: Brand Image, Brand Trust, Product Quality, Purchase Intention, Market
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E. Muhammad Ikhsa Nur Hidayat
Date Deposited: 05 Jan 2026 06:40
Last Modified: 05 Jan 2026 06:40
URI: https://rama.uniku.ac.id/id/eprint/3386

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