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.
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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
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | ABSTRAK M. Syahrian Aji D., NIM 082840, skripsi “Pengaruh Citra Merek dan Kualitas Produk Terhadap Keputusan Pembelian Mobil Suzuki Ertiga di PT. Dwi Perkasa Mobiltama Serang”, di bawah bimbingan Hj. Darlaini R Nasution, SE.,MM dan Enok Nurhayati, SE.,M.Si. Jurusan Manajemen, Fakultas Ekonomi, Universitas Sultan Ageng Tirtayasa, 2014. Tujuan penelitian: untuk mengetahui pengaruh dari Citra Merek dan Kualitas Produk terhadap Keputusan Pembelian mobil Suzuki Ertiga di PT Dwi Perkasa Mobiltama Kota Serang, baik secara parsial maupun simultan. Populasi dalam penelitian: Konsumen mobil PT Dwi Perkasa Mobiltama periode Januari – Maret 2013 yang berjumlah 87 konsumen dan sampel berjumlah 87 konsumen. Sampel diambil dengan menggunakan metode sampel jenuh. Teknik pengumpulan data: metode studi pustaka dan dokumentasi. Metode yang digunakan: teknik analisis deskriptif, asosiatif dan kausal, diantaranya uji asumsi klasik, korelasi, regresi berganda, koefisien determinasi, uji t dan uji-F. Hasil penelitian: Secara parsial Citra Merek tidak berpengaruh signifikan terhadap Keputusan Pembelian, dengan nilai t hitung <t tabel atau 0,37<1,98. Kualitas Produk berpengaruh signifikan terhadap Keputusan Pembelian, dengan nilai t hitung >t tabel atau 6,01>1,98. Sedangkan secara simultan variabel bebas (Citra Merek dan Kualitas Produk) berpengaruh signifikan terhadap Keputusan Pembelian, dengan nilai F hitung >F tabel atau 25,80>3,10, dan memiliki pengaruh sebesar 38,1%. Persamaan regresi berganda di dapat Y = 8,526 + 0,029X 1 1 + 0,410 X 2 Kata kunci: Citra Merek, Kualitas Produk, dan Keputusan Pembelian | |||||||||
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, dan Keputusan Pembelian Brand Image, Product Quality, and Purchase Decision | |||||||||
| Subjects: | H Social Sciences > HC Economic History and Conditions | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Perpustakaan Pusat | |||||||||
| Date Deposited: | 01 Nov 2021 07:11 | |||||||||
| Last Modified: | 01 Nov 2021 07:11 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/4210 |
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