PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP BRAND IMAGE SERTA DAMPAKNYA KEPADA WORD OF MOUTH COMMUNICATION PENGGUNA MOBIL DAIHATSU AYLA DI WILAYAH JAKARTA

KUSUMA, TAUFIK ADE (2016) PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP BRAND IMAGE SERTA DAMPAKNYA KEPADA WORD OF MOUTH COMMUNICATION PENGGUNA MOBIL DAIHATSU AYLA DI WILAYAH JAKARTA. S1 thesis, Universitas Negeri Jakarta.

[img]
Preview
Text
Cover.pdf

Download (0B) | Preview
[img]
Preview
Text
Table_Of_Content.pdf

Download (0B) | Preview
[img]
Preview
Text
Chapter1.pdf

Download (0B) | Preview
[img] Text
Chapter2.pdf
Restricted to Repository staff only

Download (0B)
[img]
Preview
Text
Chapter3.pdf

Download (0B) | Preview
[img] Text
Chapter4.pdf
Restricted to Repository staff only

Download (0B)
[img]
Preview
Text
Chapter5.pdf

Download (0B) | Preview
[img]
Preview
Text
Bibliography.pdf

Download (0B) | Preview

Abstract

ABSTRACT Taufik Ade Kusuma, 2016; The Influence of Product Quality and Price toward Brand Image and Its Impact on Word of Mouth Communication User Ayla Daihatsu Car In The Jakarta. Thesis, Jakarta: Marketing Management Concentration, Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of this study was to: (1) determine the significant influence product quality and price toward word of mouth communication Daihatsu Ayla, (2) determine the significant influence product quality and price toward brand image of Daihatsu Ayla, (3) the effect of significantly brand image toward word of mouth communication Daihatsu Ayla, (4) the effect of product quality and price toward word of mouth communication through brand image as a mediating variable cars Daihatsu Ayla. Methods of data collection using survey methods. The object of this study was 230 respondents which owns and or merely use the car Daihatsu Ayla. Data analysis using SPSS version 20 and SEM (Structural Equation Model) of a statistical package LISREL 8.7 to process and analyze the research data. The results of descriptive test explained that the product quality provided with good quality but in the delivery to the consumer is less good, the prices are cheap and a good brand image to cover the shortfall of the delivery. So users tend to assume that good and still choose cars Daihatsu Ayla. The hypothesis test shows: 1) the influence of product quality toward brand image by 88%, 2) the influence of price toward brand image by 12%, 3) the influence product quality toward word of mouth communication by 94%, 4) the influence price toward word of mouth communication by 9% 5) the influence brand image toward word of mouth communication by 8%. 6) the influence product quality toward word of mouth communication mediated brand image by 71% 7) the influence price toward word of mouth communication mediated brand image by 11%. Keywords: product quality, price, brand image, word of mouth communication

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. MOhamad Rizan, SE, MM ., Pembimbing II: Andi Muhammad Sadat, SE, M.Si
Subjects: Ilmu Sosial (Social Science) > Ilmu Ekonomi (Economics) > Ekoonomi Keuangan & Finansial
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perusahaan (Management for Enterprises)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Kontrol dan Kualitas (Control and Quality Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 17 Jan 2018 03:57
Last Modified: 17 Jan 2018 03:57
URI: http://repository.fe.unj.ac.id/id/eprint/2582

Actions (login required)

View Item View Item