SURYONO, SURYONO (2020) ANALISIS PENGARUH DESAIN PRODUK, KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA VARIO DI KOTA SALATIGA (Studi Kasus Pada Konsumen Di Kota Salatiga). 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 attractive design 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 Vario at Salatiga city as many as 100 respondents. The variables used are: independent variables in the form of product design, 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 product design variable (X1), product quality (X2), brand image (X3), and promotion (X4) have a positive effect which means that an increase in perceptions of product design, product quality, brand image and promotion can potentially increase purchasing decisions (Y). Keywords: Purchase Decisions, Product Design, Products Quality, Brand Image, and Promotions.
| Item Type: | Article |
|---|---|
| Additional Information: | 172014064 |
| Subjects: | Transportasi |
| Divisions: | Program Studi > S1-Transportasi |
| Depositing User: | AMNI Perpustakaan Semarang |
| Date Deposited: | 19 May 2021 03:18 |
| Last Modified: | 19 May 2021 03:18 |
| URI: | http://repository.unimar-amni.ac.id/id/eprint/3433 |
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