Pratama, Bima Jaya (2021) Pengaruh Harga, Persepsi Kualitas dan Citra Merek terhadap Niat Beli Honda. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
Motorcycle manufacturers in Indonesia, especially the Honda brand, experienced an increase in sales due to higher consumer buying intentions. The purpose of this study was to determine the effect of price, perceived quality, and brand image on purchase intention on Honda Beat in Surabaya. The subjects of this research are prospective buyers of Honda Beat motorcycles in Surabaya. The data collection technique used is a questionnaire with a purposive sampling technique. The data analysis technique of this research used SEM-PLS. The population in this study were prospective buyers of Honda Beat motorcycles in the Surabaya area. The results of this study indicate that price, perceived quality and brand image affect the purchase intention of Honda Beat in Surabaya. Keywords: Brand Image, Price, Service Quality, Honda Beat in Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | BIMA JAYA PRATAMA |
| Date Deposited: | 14 Jan 2022 22:33 |
| Last Modified: | 14 Jan 2022 22:33 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/8501 |
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