Firmansyah, Ricky Ardyana (2024) PENGARUH HARGA, DESAIN PRODUK, PROMOSI, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN HELM KYT DI SIDOARJO). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh harga, desain produk, promosi, dan citra merek terhadap keputusan pembelian helm KYT di Sidoarjo. Sampel dalam penelitian ini adalah pengguna helm KYT yang berjumlah 100 pelanggan produk helm KYT. Teknik pengambilan sampel dengan menggunakan purposive sampling sedangkan besarnya sampel di peroleh dengan menggunakan rumus lemeshow dan pengumpulan data menggunakan kuesioner. Uji validitas instrument menggunakan Pearson Correlation sedangkan Uji Realibilitas menggunakan Cronbach alpha, serta analisis data dilakukan dengan teknik analisis regresi linier berganda melalui perangkat lunak SPSS 26. Hasil dari penelitian ini menemukan bahwa : (1) Harga berpengaruh positif dan signifikan terhadap keputusan pembelian helm KYT di Sidoarjo. (2) Desain Produk berpengaruh positif dan signifikan terhadap keputusan pembelian helm KYT di Sidoarjo. (3) Promosi berpengaruh positif dan signifikan terhadap keputusan pembelian helm KYT di Sidoarjo. (4) Citra Merek berpengaruh positif dan signifikan terhadap keputusan pembelian helm KYT di Sidoarjo. Dapat disimpulkan dalam penelitian berhasil memikirkan pengetahuan teoretis umum hubungan antara keputusan pembelian terhadap harga, desain produk, promosi dan citra merek yang dirasakan oleh pelanggan produk helm KYT, yang menghasilkan wawasan multi sektoral yang relevan dan mengisi kesenjangan pengetahuan dikonteks sosial budaya dan ekonomi di daerah sidoarjo. Dari hasil penilitian menunjukkan bahwa: (X1) pengaruh harga, (X2) desain produk, (X3) promosi, dan (X4) citra merek berpengaruh signifikan secara parsial terhadap Keputusan pembelian (Y). Kata Kunci : Pengaruh harga, desain produk, promosi, citra merek, Keputusan pembelian
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci : Pengaruh harga, desain produk, promosi, citra merek, Keputusan pembelian |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000080 Ricky Ardyana Firmansyah |
| Date Deposited: | 13 Jul 2026 03:01 |
| Last Modified: | 13 Jul 2026 03:01 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/31753 |
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