Ferdiansyach, Azkiya (2026) PENGARUH BRAND IMAGE, KESESUAIAN HARGA DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Pengguna Ban mobil GT Radial di Kabupaten Kuningan). S1 / D3 thesis, Universitas Kuningan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image, Kesesuaian Harga, Dan Kualitas Produk Terhadap Keputusan Pembelian pada pengguna ban mobil GT Radial di Kabupaten Kuningan. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner kepada 170 responden. Data penelitian dianalisis menggunakan aplikasi
SPSS Versi 25. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian. Kesesuaian harga berpengaruh
positif dan signifikan terhadap keputusan pembelian. Kualitas produk juga berpengaruh positif dan signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa semakin baik brand image, semakin sesuai harga yang ditawarkan, dan semakin tinggi kualitas produk yang diberikan, maka keputusan pembelian konsumen terhadap ban mobil GT Radial akan semakin meningkat. Penelitian ini diharapkan dapat memberikan kontribusi bagi perusahaan dalam menyusun strategi pemasaran yang tepat guna meningkatkan keputusan pembelian konsumen.

This research was conducted to examine the effect of Brand Image, Price Compatibility, and Product Quality on Purchasing Decisions among GT Radial car tire users in Kuningan Regency. The study applied a quantitative approach by distributing questionnaires to 170 respondents. The collected data were processed and analyzed using SPSS Version 25. The findings revealed that Brand Image has a positive and significant influence on Purchasing Decisions. Price Compatibility also has a positive and significant influence on Purchasing Decisions. In addition, Product Quality shows a positive and significant influence on Purchasing Decisions. These results indicate that improving Brand Image, offering prices that match consumer expectations, and maintaining high Product Quality can increase consumers’ Purchasing Decisions for GT Radial car tires. This research is expected to
provide useful insights for companies in developing effective marketing strategies to enhance consumer purchasing decisions.

Item Type: Thesis (S1 / D3)
Uncontrolled Keywords: Kesesuaian Harga, Kualitas Produk, dan Keputusan Pembelian, Brand Image, Price Compatibility, Product Quality, and Purchasing Decisions.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S.E Azkiya Ferdiansyach
Date Deposited: 21 Jul 2026 03:15
Last Modified: 21 Jul 2026 03:15
URI: https://rama.uniku.ac.id/id/eprint/5794

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