Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil

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Published May 5, 2023
DOI https://doi.org/10.21632/kbi.5.1.17-34

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Widiastuti Alawiah
Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jl. Meruya Selatan Universitas Mercu Buana No.1, RT.4/RW.1, Meruya Sel., Kec. Kembangan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11650
Andyan Pradipta Utama
Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jl. Meruya Selatan Universitas Mercu Buana No.1, RT.4/RW.1, Meruya Sel., Kec. Kembangan, Kota Jakarta Barat, Daerah Khusus Ibukota Jakarta 11650

Abstract

This study ains to analyze the influence of product quality, price and brand image on purchasing decisions for Toyota Calya Car at DKI Jakarta. The approach used in this research is survey research because it takes a sample from one population and take a sample size of 220 respondens with purposive  sampling. The Methods of data collection using survey method, with the research instrument is a questionnaire. The data analysis method using Partial Least Square. This study proves that product quality has a positif and significant impact on purchasing decisions, the price has a positif and significant impact on purchasing decisions and brand image has a postif and significant impact on purchasing decisions.

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How to Cite
ALAWIAH, Widiastuti; UTAMA, Andyan Pradipta. Pengaruh Kualitas Produk, Harga, dan Citra Merek pada Keputusan Pembelian Mobil. Kajian Branding Indonesia, [S.l.], v. 5, n. 1, p. 17-34, may 2023. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/984>. Date accessed: 19 apr. 2024. doi: https://doi.org/10.21632/kbi.5.1.17-34.
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Issue
Vol 5 No 1 (2023): Kajian Branding Indonesia
Section
Articles
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