Pengaruh Citra Merek, Persepsi Kualitas Dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Honda Vario Di Kota Surabaya

Damayanti, Nur Illa (2019) Pengaruh Citra Merek, Persepsi Kualitas Dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Honda Vario Di Kota Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This research aims to analyze whether brand image, perceived quality and promotions have significantly influencing on Honda Vario motorcycle consumer’s purchase decision in Surabaya. The population of this research was Honda vario buyers in Surabaya. The samples of this research is users and buyer Honda Vario at 2013- 2018 aged from 20 years old, and located in Surabaya. The method of data collection in this research is by using primary data collection. . Data is taken through the questionnaire which is spread and responded by respondents on December 2018.The analysis technique used in this research is descriptive anaysis and multiple linear regression analysis. The results of this reseach indicate that brand image, perceived quality and promotions are simultanously having significant influence toward consumer’s purchase decision of Honda Vario in Surabaya. This research also haved that brand image and perceived quality are partially having significant influence toward consumer’s purchase decision of Honda Vario in Surabaya. While promotion is found partially in significant influence the consumer purchase decision of Honda Vario in Surabaya. Keyword : Brand Image, Perceived Quality, Promotion and Purchase Decision

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 02 Oct 2019 07:15
Last Modified: 02 Oct 2019 07:15
URI: http://eprints.perbanas.ac.id/id/eprint/4831

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