Murgana, Ericko Fuji (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA SCOOPY (Studi pada Pengguna Sepeda Motor Honda Scoopy di Kecamatan Driyorejo Gresik). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Berada di peringkat dua penjualan sepeda motor dengan kualitas, fitur, dan juga ketangguhan mesin yang dimiliki Honda Scoopy, maka dipandang perlu melakukan penelitian lebih jauh mengenai sepeda motor Honda Scoopy. Terutama dalam hal kualitas produk, citra merek, dan persepsi harga terhadap keputusan pembelian sepeda motor Honda Scoopy. Pada suatu proses pembelian, biasanya seseorang mempertimbangkan terlebih dahulu tentang produk apa yang akan dibeli, apa manfaatnya, apa kelebihan dari produk lain sehingga konsumen mempunyai keyakinan untuk mengambil keputusan pembelian. Penelitian ini bertujuan untuk membuktikan dan menganalisis bagaimana kualitas produk, citra merek dan persepsi harga mempengaruhi keputusan pembelian sepeda motor honda scoopy pada pengguna sepeda motor honda scoopy di kecamatan Driyorejo Gresik. Penelitian dilakukan dengan menggunakan metode kuesioner yang diberikan kepada 100 responden yang merupakan pengguna honda scoopy di wilayah tersebut. Dalam pelaksanaannya pada penelitian ini mengambil data primer yaitu dengan menggunakan kuisioner. Pengujian menggunakan Statistical Package for the Social Sciences versi 26. Dan uji yang digunakan dalam penelitian ini antara lain Uji Instrumen yaitu Uji validitas dan Uji reliabilitas, Uji asumsi klasik yaitu Uji normalitas, uji Multikolinieritas dan Uji Heterokedastisitas, Uji analisis Linier Berganda dan Koefisien Determinasi sedangkan Uji hipotesis menggunakan Uji T dan Uji F. Hasil penelitian ini menunjukkan bahwa secara parsial dan simultan kualitas produk, citra merek dan persepsi harga berpengaruh signifikan terhadap keputusan pembelian sepeda motor honda scoopy dikecamatan Driyorejo Gresik.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Persepsi Harga, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Depositing User: | 1212000077 Ericko Fuji Murgana |
| Date Deposited: | 21 Jul 2026 05:36 |
| Last Modified: | 21 Jul 2026 05:36 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34528 |
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