PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL CHEVROLET CAPTIVA DI SURABAYA

ANUGRAHA, HENDRY (2017) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL CHEVROLET CAPTIVA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Chevrolet Captiva get enough attention in the Indonesian automotive market. There are several factors that can influence a purchasing decision on a product, such as product quality, brand image, and price. This study aims to determine how the product quality, brand image, and price influence purchasing decisions of Chevrolet Captiva in Surabaya. The sampl e used in this study is the Chevrolet Captiva car buyers who purchase Chevrolet Captiva in Surabaya. The sample used in this research were 75 respondents through an online questionnaire. The results of the questionnaire then processed using SPSS software v ersion 16. Results of the study show that the variable quality of the product and brand image have a positive significant effect on purchasing decisions, while the price variable does not affect to the purchase decision. Key word : Product Quality, Brand Image, Price, Purchase Decision.

Item Type: Thesis (Undergraduate)
Subjects: 300 - SOCIAL SCIENCE > 381 - MARKETS
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 04 Sep 2017 08:34
Last Modified: 04 Sep 2017 08:34
URI: http://eprints.perbanas.ac.id/id/eprint/2883

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