Pengaruh Citra Merek, Kualitas Produk, dan Kebijakan Harga Terhadap Keputusan Pembelian Honda Vario

Nur Oktafia, Safira and , Dr. Edy Purwo Saputro, S.E,. M.Si (2022) Pengaruh Citra Merek, Kualitas Produk, dan Kebijakan Harga Terhadap Keputusan Pembelian Honda Vario. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of brand image, product quality, and price on consumer purchasing decisions for Honda Vario. This research is a type of associative research. The method used in this study is a quantitative method.The population and sample in this study are the people of Surakarta who had fulfilled the requirements and the number of respondents as the sample in this study were 100 people. Source of data used in this research is primary data. The measurement scale used in this study is 5 Likert scale. Data analysis used SPSS version 21. The results of the analysis in this study showed that brand image had a positive and significant effect on purchasing decisions, product quality had a positive and significant effect on purchasing decisions, and price had a positive and significant effect on purchasing decisions.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Image, Product Quality, Price, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	SAFIRA NUR OKTAFIA
Date Deposited:	14 Feb 2023 04:34
Last Modified:	14 Feb 2023 04:34
URI:	http://eprints.ums.ac.id/id/eprint/108973

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