PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK INK (STUDI KASUS PADA PENGGUNA HELM MEREK INK DI DESA WINDUREJO)

JOIS TITA SETIA, JOIS TITA SETIA (2019) PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN HELM MEREK INK (STUDI KASUS PADA PENGGUNA HELM MEREK INK DI DESA WINDUREJO). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Setia, Jois Tita, 2018. The Influence of Price, Product Quality and Brand Image on the Decision to Purchase INK Brand Helmet Case Study on INK Brand Helmet Users in Windurejo Village. Skripsi/ tugas akhir, Program Studi Manajemen Pemasaran, Fakultas Ekonomi, Universitas Islam Majapahit (UNIM). Pembimbing I : Eny Setyariningsih, SE.MM Pembimbing II : Rika Dwi Harsasi, SE.M.SM Helmet is one of the safety equipment for motorcycle riders that is useful as a protective head when an accident occurs. In Indonesia a good and safe helmet is a helmet that has the value of SNI (Indonesian National Standard) and passes the requirements of the Department of Transportation (DOT) or the United States transportation standard. One of the helmets that has the DOT and SNI standards is the INK brand helmet. This study aims to determine the effect of price, product quality and brand image on the purchase decision of INK brand helmets in Windurejo Village. The type of research used by researchers is quantitative research with survey methods. Data collection techniques through questionnaires / questionnaires distributed. The population in this study was the helmet user of INK brand in Windurejo Village. The number of samples in this study were 141 respondents using purposive sampling technique. The instrument testing technique used is a test of validity and reliability. Data analysis using classical assumption test, multiple linear regression, t test, F test and Determination Coefficient test using IBM SPSS version 22.0. Based on the results of the study indicate that the price, product quality and brand image have a partial effect on the purchase decision of INK brand helmet with a value of t count> t table and a significance value <0.05. While the results of the F test calculation show that the price, product quality and brand image simultaneously affect the purchase decision with an F value of 11.834 > Ftable = 2.67 and a significance value of 0.000 < 0.05. The results of the analysis of multiple linear regression equations are Y = 9.854 + 0.288 (X1) + 0.277 (X2) + 0.470 (X3) while the result of the coefficient of determination is 0.627 or (62.7%). Keywords: Price, Product Quality, Brand Image and Purchase Decision

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