STUDI PENGARUH CITRA MEREK,KUALITAS PRODUK, KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR BEBEK MEREK YAMAHA DI SEMARANG

WIJAYA, Jefry Pradipta and SANTOSA, Suryono Budi (2016) STUDI PENGARUH CITRA MEREK,KUALITAS PRODUK, KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR BEBEK MEREK YAMAHA DI SEMARANG. Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

[img]
Preview
PDF - Published Version
786Kb

Abstract

This study aimed to analyze the influence of brand image, product quality, and quality of service to the purchasing decision motorcycle Yamaha brand trust as a variable mediators (intervening) of a study on consumers motorcycle Yamaha in Semarang. Brand image Yamaha motorcycle is being considered by consumers to make purchasing decisions to the motorcycle Yamaha and create confidence in the brand. Yamaha also have to maintain the reliability of the motorcycle Yamaha by selecting the raw materials used for the composition of the manufacture of motorcycle the best. Maintaining the quality of the product can create a sense of confidence to the Yamaha brand, thus increasing the purchasing decisions of consumers against Yamaha motorcycle. Quality of service is also able to maintain its customers, and the effect on brand trust a product produced by Yamaha. This study sampled using non-probability sampling technique, the respondents who have bought and used the product Yamaha motorcycle in Semarang. The collection of data obtained from 200 users motorcycle Yamaha settling in Semarang by giving questionnaires. The method of analysis is that using a maximum likelihood test program Veris 20.0 Amos. The analysis showed that the brand image, product quality and service quality has a positive and significant impact on brand trust and also purchasing decisions on a Yamaha motorcycle.

Item Type:Thesis (Undergraduate)
Additional Information:brand image, product quality, service quality, brand trust, purchase decision.
Uncontrolled Keywords:brand image, product quality, service quality, brand trust, purchase decision.
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:50858
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:23 Nov 2016 10:13
Last Modified:23 Nov 2016 10:13

Repository Staff Only: item control page