PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP NIAT BELI MOBIL MITSUBISHI XPANDER DI KOTA BANDAR LAMPUNG
| Main Author: | SYAUQI HERLAMBANG PUTRA , 1311011157 |
|---|---|
| Format: | Bachelors NonPeerReviewed Book Report |
| Terbitan: |
FAKULTAS EKONOMI DAN BISNIS
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/61383/1/1.%20ABSTRAK.pdf http://digilib.unila.ac.id/61383/2/2.%20SKRIPSI%20FULL.pdf http://digilib.unila.ac.id/61383/3/3.%20SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/61383/ |
Daftar Isi:
- Tujuan penelitian adalah untuk mengetahui pengaruh kualitas produk, citra merek dan harga terhadap niat beli mobil Mitsubishi Xpander. Populasi adalah Konsumen yang datang ke dealer Mitsubishi di Kota Bandar Lampung dan berniat melakukan pembelian mobil merek Mitsubishi di Kota Bandar Lampung dengan jumlah sebanyak 100 orang. Analisis dalam penelitian ini menggunakan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh secara signifikan terhadap variabel niat beli Mobil Mitsubishi Xpander di Bandar Lampung, citra merek berpengaruh secara signifikan terhadap variabel niat beli mobil Mitsubishi Xpander di Bandar Lampung dan harga berpengaruh secara signifikan terhadap variabel niat beli mobil Mitsubishi Xpander di Bandar Lampung. Diharapkan bagi Mobil Mitsubishi Xpander untuk mempertahankan citra merek terutama mengenai kualitas Mitsubishi Xpander yang terkenal handal. Diharapkan Mobil Mitsubishi Xpander untuk mempertahankan harga terutama mengenai Mobil Mitsubishi Xpander sehingga mampu bertahan dengan persaingan yang ada. Kata Kunci: Kualitas Produk, Citra Merek, Harga dan Niat Beli The purpose of this study was to determine the effect of product quality, brand image and price on purchase intentions of Mitsubishi Xpander cars. this research is included in quantitative research. The population is consumers who come to Mitsubishi dealers in Bandar Lampung city and intend to purchase Mitsubishi brand cars in Bandar Lampung city with a total of 100 people. The analysis in this study uses multiple linear regression analysis. The results showed that product quality significantly influenced the purchase intention variable of Mitsubishi Xpander cars in Bandar Lampung, brand image significantly influenced the purchase intention variables of Mitsubishi Xpander cars in Bandar Lampung and prices significantly influenced the purchase intention variables of Mitsubishi Xpander cars in Bandar Lampung. It is expected that the Mitsubishi Xpander Car to maintain its brand image, especially regarding the quality of the famous Mitsubishi Xpander reliable. It is expected that the Mitsubishi Xpander car to maintain prices, especially regarding the Mitsubishi Xpander car so that it can survive with existing competition. Keywords: Product Quality, Brand Image, Price and Purchase Intention.