PENGARUH CITRA MEREK, HARGA, KUALITAS PRODUK, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK TRANSFORMER PT. SCHNEIDER INDONESIA

NAULI, MUTHYA OCTARIANY (2014) PENGARUH CITRA MEREK, HARGA, KUALITAS PRODUK, DAN PERSEPSI RISIKO TERHADAP KEPUTUSAN PEMBELIAN PRODUK TRANSFORMER PT. SCHNEIDER INDONESIA. S2 thesis, Universitas Negeri Jakarta.

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Abstract

THE INFLUENCE OF BRAND IMAGE, PRICE, PRODUCT QUALITY AND PERCEIVE RISK ON PURCHASE DECISION TRANSFORMER PRODUCT PT. SCHNEIDER INDONESIA MUTHYA OCTARIANY NAULI ABSTRACT The aim of this objective reserach is to find a picture of the influence of brand image, price, product quality and perceive risk on purchase decision transformer product PT. Schneider Indonesia for business consumers in Indonesia. This research is quantitative study with descriptive and causal method undertaken at PT. Schneider Indonesia business unit transfomer in 2013. Data collection done towards 97 respondents and its surrounding others industries segment. The data were collected with questonnaire and analyzed with SPSS ver. 20.0. The results of this study concluded that (1) the brand image positive and has significant impact on purchasing decisions, (2) Price positive and has significant impact on purchasing decisions, (3) product quality positive and has significant impact on purchasing decisions, (4) perceive risk positive and significant impact on purchasing decisions and (5) all of the independent variables (brand image, price, product quality, and perceive risk) have significant positive effect on the dependent variable (purchase decisions). The variables that most influence the purchase decision is price variable, the second is brand image, the third is perceive risk and the fourth is a product quality. Keywords: brand image, price, product quality, perceive risk and purchase decision.

Item Type: Thesis (S2)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM , Pembimbing II: Dr. Saparuddin, SE, M.Si
Subjects: Ilmu Sosial (Social Science) > Ilmu Ekonomi (Economics) > Produksi, Ekonomi Industri (Production, Industrial Economic)
Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management) > Manajemen Perencanaan dan Strategik (Planning and Strategic Management)
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)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > S2 Magister Manajemen
Depositing User: Budi Siswanto
Date Deposited: 15 Nov 2017 10:37
Last Modified: 15 Nov 2017 10:37
URI: http://repository.fe.unj.ac.id/id/eprint/511

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