Pengaruh Citra Merek, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Vespa Piaggio Di Yogyakarta

Altri, Jela Kusmitasari (2021) Pengaruh Citra Merek, Promosi, dan Kualitas Produk terhadap Keputusan Pembelian Vespa Piaggio Di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

Preview	Text (Halaman Judul) S1_111701007_AWAL.pdf Download (1MB) | Preview
Preview	Text (BAB I) S1_111701007_BAB I.pdf Download (173kB) | Preview
	Text (BAB II) S1_111701007_BAB II.pdf Restricted to Repository staff only Download (173kB)
	Text (BAB III) S1_111701007_BAB III.pdf Restricted to Repository staff only Download (249kB)
	Text (BAB IV) S1_111701007_BAB IV.pdf Restricted to Repository staff only Download (386kB)
Preview	Text (BAB V) S1_111701007_BAB V.pdf Download (56kB) | Preview
Preview	Text (Daftar Pustaka) S1_111701007_REFERENSI.pdf Download (194kB) | Preview

Abstract

Many factors can influence consumer purchasing decisions for a product, such as brand image, promotion and product quality. The purpose of this study was to determine the effect of brand image, promotion, and product quality on purchasing decisions for Vespa Piaggio in Yogyakarta. The independent variables in this study are brand image, promotion, and product quality, while the dependent variable is the purchase decision. The population in this study are all consumers who buy Vespa Piaggio in Yogyakarta. Sampling using non probability sampling technique with purposive sampling method. The number of samples used in this study was 100 respondents. The data collection technique is done by using a questionnaire distributed with google form. The analysis technique used in this research is multiple linear regression, which is processed using SPSS version 22.0. The results showed that brand image (X1) and promotion (X2) had no significant effect on purchasing decisions. Meanwhile, product quality (X3) has a significant positive effect on purchasing decisions.

Actions (login required)

View Item