Ananda, Machfrida Putra (2022) Pengaruh Persepsi Nilai, Persepsi Kualitas dan Citra Merk Terhadap Niat Membeli Sepeda Motor Kawasaki Ninja di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study was to examine the effect of perceived value, perceived quality and brand image on the intention to buy a Kawasaki Ninja motorcycle in Surabaya. The sample that can be processed in this study is 120 respondents with the criteria of prospective buyers of Kawasaki Ninja products in Surabaya, domiciled in Surabaya, and aged 17 years and over. Data collection techniques in this study using a questionnaire. The sampling technique used in this study was purposive sampling method. The analysis technique used is the structural equation model partial least squares (Sem-PLS). The results showed that perceived value, perceived quality, and brand image had a significant positive effect on purchase intention. This study recommends the public to add insight and assist the community in making choices in buying Kawasaki Ninja products. Keywords: perceived value, perceived quality, brand image, purchase intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | MACHFRIDA PUTRA ANANDA |
| Date Deposited: | 16 Feb 2023 01:46 |
| Last Modified: | 16 Feb 2023 01:46 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10020 |
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