SYAHRIAN AJI D., M (2014) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI ERTIGA DI PT. DWI PERKASA MOBILTAMA SERANG. S1 thesis, Universitas Sultan Ageng Tirtayasa.

Text Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian mobil suzuki ertiga di PT Dwiperkasa mobiltama serang.PDF - Published Version Restricted to Registered users only Download (3MB)

Abstract

ABSTRAC M. Syahrian Aji D., NIM 082840, script "Influence of Brand Image and Product Quality To Purchase Decision of Suzuki Ertiga at PT. Dwi Perkasa Mobiltama Serang ", under the guidance of Hj. Darlaini R Nasution, SE., MM and Enok Nurhayati, SE., M.Sc. Department of Management, Faculty of Economics, University of Sultan Ageng Tirtayasa, 2014. The purpose of the study: to determine the effect of brand image and product quality of the purchase decision Suzuki Ertiga in PT Dwi Perkasa Mobiltama Serang, either partially or simultaneously. The population in the study: Consumers PT Dwi Perkasa Mobiltama car January-March 2013 period, which amounted to 87 consumers and the sample amounted to 87 consumers. Samples were taken by using saturated samples. Data collection techniques: literature study methods and documentation. The method is used: descriptive analysis techniques, associative and causal, including the classic assumption test, correlation, multiple regression, the coefficient of determination, t-test and F-test. Result: Partially Brand Image no significant effect on purchase decision, with the value of t count <t table or 0.37 <1.98. Product quality significantly influence the purchase decision, the value of t count >t table or 6.01> 1.98. While simultaneous independent variables (brand image and product quality) significantly affects the purchase decision, the value of F count >F table or 25.80 > 3.10, and influence of 38.1%. The multiple regression equation Y = 8,526 + 0,029X 1 + 0,410 X 2 2 Keywords: Brand Image, Product Quality, and Purchase Decision

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