ANALISIS PENGARUH DAYA TARIK DESAIN PRODUK, DAYA TARIK PROMOSI, DAN PERSEPSI KUALITAS TERHADAP CITRA MEREK SERTA DAMPAKNYA TERHADAP MINAT PEMBELIAN KONSUMEN (Studi pada Calon Konsumen Honda Beat Pop di Dealer Nusantara Sakti Purwokerto)

MEILIANI, Nita and FERDINAND, Augusty Tae (2015) ANALISIS PENGARUH DAYA TARIK DESAIN PRODUK, DAYA TARIK PROMOSI, DAN PERSEPSI KUALITAS TERHADAP CITRA MEREK SERTA DAMPAKNYA TERHADAP MINAT PEMBELIAN KONSUMEN (Studi pada Calon Konsumen Honda Beat Pop di Dealer Nusantara Sakti Purwokerto). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This study aimed to analyze the effects arising from the attractiveness of product design, attractiveness of promotion, and perceived quality on brand image and its influence on purchase intention from Honda Beat Pop motorcycle. The variables used in this study are attractiveness of design product, attractiveness of promotion, and perceived quality as an independent variable, then the brand image as an intervening variable and purchase intention as the dependent variable This research method using a technique of sampling purposive with sample as many as 150 prospecting customer of Honda who visit to Dealer Honda Nusantara Sakti Purwokerto. Analysis method in this study used quantitive and qualitative analysis use Structural Equation Model (SEM) of the AMOS 20.0. The data is primary and uses a questionnaire with open and closed questions. The result of this research prove 3 hypothesis accepted and 3 hypothesis rejected. The 3 hypothesis accepted are show attractiveness of promotion positively affect to brand image, perceived quality positively affect to brand image, and perceived quality positively affect to purchase intention and 3 hypothesis rejected is show attractiveness of design product not significant but positively affected to brand image, attractiveness of design product not significant but positively affected to purchase intention, and brand image not significant but positively affected to purchase intention.

Item Type:Thesis (Undergraduate)
Additional Information:attractiveness of design product, attractiveness of promotion, perceived quality, brand image, purchase intention.
Uncontrolled Keywords:attractiveness of design product, attractiveness of promotion, perceived quality, brand image, purchase intention.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:48810
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:10 May 2016 08:50
Last Modified:10 May 2016 08:50

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