Analisis Pengaruh Persepsi Kualitas , Harga dan Citra Merek terhadap Keputusan Pembelian Knalpot Home Industry (Study Kasus pada Pengguna Produk Knalpot Home Industrydi Surakarta)

KURNIAWAN, EFFENDI and , Imronudin, S.E., M.Si., Ph.D (2018) Analisis Pengaruh Persepsi Kualitas , Harga dan Citra Merek terhadap Keputusan Pembelian Knalpot Home Industry (Study Kasus pada Pengguna Produk Knalpot Home Industrydi Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to determine the effect of perceived quality, price, and brand image on purchasing decisions for home industry in Surakarta. This type of research is quantitative research, with a sample of 100 respondents. Sampling using convinience-purposive sampling technique. Research data collection techniques through questionnaires with Likert scale. Data analysis methods used are validity test, reliability test, classic assumption test, and multiple linear regression analysis test. The results show that both partially and simultaneously the perception variables of quality, price and brand image have a positive and significant effect on purchasing decisions. In the determinant coefficient (R²) obtained the results of 0.603 means that the quality preparation variable (X1), price (X2), and brand image (X3) are able to explain the purchase decision variable (Y) of 0.603 or 60.3%, and the rest can be explained by other variables which is not in the model. Brand image variables that most influence the purchase decision with a beta value (0.454) is the largest compared to the price variable (0.343) and perceived quality variables (0.232).

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	perception of quality, price, brand image and purchasing decision
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	EFFENDI KURNIAWAN
Date Deposited:	18 Oct 2018 07:38
Last Modified:	18 Oct 2018 07:40
URI:	http://eprints.ums.ac.id/id/eprint/67539

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