PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP MINAT BELI MOBIL SEDAN DI JAKARTA

NOVIANDI, HARIS (2016) PENGARUH CITRA MEREK DAN PERSEPSI HARGA TERHADAP MINAT BELI MOBIL SEDAN DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Haris Noviandi, 2016; The Influence of Brand Image and Perception Price Towards Purchasing Intention Sedan Car in Jakarta. Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purposes of this reserach are: (1) To notice the affect between brand image and purchasing intention sedan car in Jakarta. (2) To notice the affect between perception price and purchasing intention sedan car in Jakarta. (3) To notice the affect between brand image and perception price toward purchasing intention sedan car in Jakarta. Sampels in this research are people the visitor from five showroom automobile in South Jakarta areas, that is: showroom automobile Toyota Tendean, Honda Tendean, Nissan MT Haryono, Mitsubishi Mampang and showroom automobile Mazda Blok M, which has never been buying and own a sedan car, with were interested in buying sedan car. The numbers of sample in this research are 200 respondents. This research uses quantitative method with multiple regression analysis technique, and a data anlysis tools uses SPSS version 22. The results of examine hypotesis shows: (1) there isa significantly affect between brand image and purchasing intention sedan car with the significantly value of 0,000 and T. (2) there is a significantly affect between perception price and purchasing intention sedan car with significant value 0,000 and Thitung hitung 10,146 8.381. (3) there is a significatly affect between brand image and perception price together toward purchasing intention sedan car with the significantly value of 0,000 and F111,496 Keywords: brand image, perception price, purchasing intention, purchasing intention sedan car in Jakarta, sedan car.

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