Ardiansyah, Muhammad (2018) The Influence Of Brand Image, Product Image, Price And Promotion In Consumers Purchase Intention On All New Vario 150 Esp (A Study Of All New Vario 150 Esp Product Of Pt Astra Honda Motor). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk Memahami dan menjelaskan: pengaruh variabel citra merek, citra produk, harga, dan promosi niat pembelian. Ini Penelitian menggunakan pendekatan kuantitatif yaitu analisis regresi berganda berdasarkan aplikasi bernama SPSS versi 21.00 menggunakan kuesioner untuk mengumpulkan data, terdapat 150 kuesioner yang disebar secara acak dalam accidental sampling di Madiun. Hasil penelitian menunjukkan bahwa citra perusahaan, citra merek, citra produk, harga, dan promosi berpengaruh signifikan dan positif terhadap konsumen niat beli. Diharapkan bahwa perusahaan dapat mempertahankan dan meningkatkan citra Harga, karena variabel Harga memiliki pengaruh dominan dalam mempengaruhi niat Pembelian, di antaranya adalah dengan mempertimbangkan kemampuan daya beli masyarakat, memberikan harga sesuai dengan nilai produk gambar, berikan diskon, berikan opsi harga, harga sesuai dengan pasar yang ada yang dapat mempengaruhi kemampuan dan kemauan daya beli masyarakat sehingga Niat pembelian akan meningkat.
English Abstract
This study aims to Understanding and explain: the influence of variables brand image, product Image, price, and promotion of Purchase intention. This study uses a quantitative approach that is multiple regression analysis based on an application named SPSS 21.00 version using a questionnaire to collect data, there were 150 questionnaires that were randomly distributed in an accidental sampling in Madiun. The results showed that corporate image, brand image, product image, price, and promotion have significant and positive influence on consumer purchasing intention. It is expected that the company can maintain and improve the image of the Price, because the variable Price has dominant influence in influencing Purchase intention, among which is to take into account the ability of people's purchasing power, provide prices according to the value of product image, give discounts, give price options, the price according to the existing market that can affect the ability and willingness of people's purchasing power so that Purchase intention will increase.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2018/848/052001920 |
| Uncontrolled Keywords: | Brand image, Product Image, Price, Promotion, purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Endang Susworini |
| Date Deposited: | 08 Nov 2020 15:18 |
| Last Modified: | 26 Apr 2024 03:18 |
| URI: | http://repository.ub.ac.id/id/eprint/178661 |
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