SKRIPSI: Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Mobil Mitsubishi Colt Diesel Fuso di Kabupaten Wonosobo

Sugeng, Riyadi (2022) SKRIPSI: Pengaruh Harga, Kualitas Produk, dan Citra Merek terhadap Keputusan Pembelian Mobil Mitsubishi Colt Diesel Fuso di Kabupaten Wonosobo. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of Product Quality, Price, and Brand Image on Purchase Decisions for Mitsubishi Colt Diesel Fuso Cars in Wonosobo Regency. The type of research used in this research is descriptive quantitative research. Data collection techniques with non-probability sampling technique, using purposive sampling method. The population in this study are the owners/buyers (decider) and users of Mitsubishi Colt Diesel Fuso cars in Wonosobo Regency. The sample in this study amounted to 124 people. The data collection instrument used a questionnaire that was assessed with a linkert scale. Data analysis was performed using multiple linear regression. The results of this analysis indicate that the variables of product quality, price, and brand image have a significant effect on purchasing decisions for Mitsubishi Colt Diesel Fuso cars in Wonosobo Regency.

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