PENGARUH BRAND IMAGE PRODUCT QUALITY DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN (PRODUK SEPEDA MOTOR HONDA)

Muhammad Ariiq Musyaffa, . (2024) PENGARUH BRAND IMAGE PRODUCT QUALITY DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIAN (PRODUK SEPEDA MOTOR HONDA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to determine the effect of Brand Image, Product Quality, and Digital Marketing on Product Purchasing Decisions (Honda Motorcycle). This research uses an approach with quantitative methods. Data collection is done through distributing questionnaires in the form of Google forms. The population in this study were undergraduate students of Sharia Economics UPN Veteran Jakarta, totaling 302 students, but the sample in the study was 172 undergraduate students of Sharia Economics UPN Veteran Jakarta who used Honda Motorcycle Products using the Purposive Sampling Method. The research data analysis technique uses the Structural Equation Modeling (SEM-PLS) method with SmartPLS 4.0. Based on the results of this study, it can be seen that Brand Image has a positive and significant influence on Purchasing Decisions, this can be seen from the tcount 2.137> t table 1.653 with a significance value (P-Values) of 0.033 <0.05, then the Product Quality variable has a positive and significant influence on Purchasing Decisions, this can be seen from the tcount 3. 064> t table 1.653 with a significance value (P-Values) of 0.000 <0.05, then the Digital Marketing Variable has a positive and significant influence on Purchasing Decisions, this can be seen from the tcount 5.058> t table 1.653 with a significance value (P-Values) of 0.012 <0.05.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2010111187] [Pembimbing: Yuliniar] [Penguji 1: Diana Triwardhani] [Penguji 2: Rosali Sembiring Colia]
Uncontrolled Keywords:	Brand Image, Product Quality, Digital Marketing, Purchasing Decisions.
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	Muhammad Ariiq Musyaffa
Date Deposited:	21 Mar 2024 04:54
Last Modified:	21 Mar 2024 04:54
URI:	http://repository.upnvj.ac.id/id/eprint/28143

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