Pendada, Abel Putra (2024) Pengaruh Citra Merek, Harga, Kualitas Produk Terhadap Minat Beli Dan Keputusan pembelian Kendaraan Listrik Uwinfly Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the influence of brand image, price, and product quality on purchase intention and purchasing decisions of Uwinfly electric vehicles in Surabaya. This research utilizes a quantitative method with data collection techniques through questionnaires distributed to 100 respondents who are users or potential users of electric vehicles. The analysis technique used is Structural Equation Modeling (SEM) to determine the relationship between variables. The results indicate that brand image, price, and product quality have a significant positive influence on consumer purchase intentions. Additionally, purchase intention is found to significantly affect purchasing decisions. The implications of this research highlight the importance of brandbased marketing strategies, competitive pricing, and superior product quality in attracting consumer interest towards electric vehicles.
| 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: | ABEL PUTRA PENDADA |
| Date Deposited: | 11 Oct 2024 01:29 |
| Last Modified: | 11 Oct 2024 01:29 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12798 |
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