PENGARUH PRICE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI INTERVENING (SURVEY POTENTIAL CONSUMER PRODUK SEPEDA MOTOR HONDA SPACY DAERAH JAKARTA TIMUR)

SALEH, RAHMAT (2018) PENGARUH PRICE DAN PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE SEBAGAI INTERVENING (SURVEY POTENTIAL CONSUMER PRODUK SEPEDA MOTOR HONDA SPACY DAERAH JAKARTA TIMUR). S1 thesis, Universitas Negeri Jakarta.

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Abstract

Rahmat saleh, 2018; The Impact of Price and Producct quality toward purchase decision with brand image as intervening (Survey potential consumer product Honda Spacy at east jakarta). Skripsi, Jakarta: Marketing Management Concentration, Management Study Program, Faculty of Economics, State University of Jakarta. Advisory: Dr. Mohamad Rizan SE, MM & Agung Kresnamurti Rivai P SE, MM. The purpose of this research are: 1) To determine whether price affect to brand image of Honda Spacy. 2) To determine whether price affect to purchase decision of Honda Spacy. 3) To determine whether product quality affect to brand image Honda Spacy. 4) To determine whether product quality affect to purchase decision Honda Spacy 5) To determine whether brand image affect to purchase decision ofhonda Spacy. 6) To determine whether price affect purchase decision through brand image as intervening variableof Honda Spacy. 7) To determine whether product quality affect purchase decision through brand image as intervening variable at Honda Spacy. In order collect data, this study using survey with questionnaire as it’s instrument. Object of this study is 250 respondents user Honda Spacy at east Jakarta To analyze and process the data, this study use Lisrel and SPSS. Hypotheses test shows all variable effecting purchase decision (t-value>1,96) Keywords: Price, Product quality, Brand image , Purcahse decision

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