Ofa, Gabriel Sylvian Frans
(2021)
Analisis pengaruh citra merek, kualitas produk dan persepsi harga terhadap keputusan pembelian kendaraan motor matic Honda di Halmahera Barat.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The purpose of this study was to analyze the effect of brand image, product quality, and price perceptions of the consumer purchasing decision process for Honda automatic motorbikes in West Halmahera. The population in this study were Honda matic motorbike users. Sampling in this study using purposive sampling, meaning that the sampling is based on certain criteria, namely those who are old enough and who use and own a Honda automatic motorbike. In this study, using a quantitative approach with the collection method using an electronic questionnaire through Google Forms. The measurement model and structural model in this study were analyzed using SmartPLS 3.0. Respondents in this study were the people of West Halmahera 160 rspondent. The measurement model consists of validity and reliability tests. While the structural model consists of the R-square test, T-statistic, P-value and test the construct relationships within the framework of this study. The results of the analysis can be concluded that Brand image has a positive effect on the consumer purchasing decision process for Honda matic motorbikes in West Halmahera. Product quality does not have a positive effect on the consumer purchasing decision process of West Halmahera Honda matic motorbikes. As well as price perceptions have a positive effect on the consumer purchasing decision process for Honda automatic motorbikes in West Halmahera.
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