ANALISIS PENGARUH HARGA, KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT (Studi kasus pada PT. Nusantara Sakti)

MUHAMMAD, NAJIB (2019) ANALISIS PENGARUH HARGA, KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA BEAT (Studi kasus pada PT. Nusantara Sakti). SKRIPSI.

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Abstract

Along with the development of the times and the increasing need for transportation equipment to bring fresh air to automotive companies, especially in the field of motorcycle, which are needed by many consumers, in addition to the affordable price and easy maintenance. The growth of motorcycle consumers has increased tremendously. In the midst of such intense competition due to the many newcomer brands, Honda motorcycle that have long been in Indonesia with all its advantages, still dominate the market and simultaneously fulfill the needs of transportation that is resilient, economical and economical. Answering this challenge, the organization behind the success of Honda motorcycles in Indonesia continues to strengthen itself. The data used are primary data in the form of a questionnaire distributed to consumers of users and buyers of Honda Beat at PT. Nusantara Sakti as many as 100 respondents. The variables used are: independent variables in the form of price, product quality, brand image, and promotion, while the dependent variable is a purchasing decision. The data that has met the validity test, reliability test and classical assumption test are processed so as to produce the regression equation as follows: Y = 4.250 + 0.304 X1 + 0.102 X2 + 0.259 X3 + 0.202 X4 + µ Where, the price variable (X1), product quality (X2), brand image (X3), and promotion X (4) have a positive effect which means that an increase in perceptions of price, product quality, brand image and promotion can potentially increase purchasing decisions (Y). Keywords: Purchase Decisions, Price, Products Quality, Brand Image, and Promotions.

Item Type: Article
Additional Information: NIM : 1720.14.044
Subjects: Transportasi
Divisions: Program Studi > S1-Transportasi
Depositing User: AMNI Perpustakaan Semarang
Date Deposited: 22 Nov 2019 03:41
Last Modified: 22 Nov 2019 03:41
URI: http://repository.stimart-amni.ac.id/id/eprint/203

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