Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Mobil Mitsubishi Pajero Sport Pada Pt. Pekan Perkasa Berlian Motor Pekanbaru

Defrizen, Defirzen (2018) Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Mobil Mitsubishi Pajero Sport Pada Pt. Pekan Perkasa Berlian Motor Pekanbaru. Other thesis, Universitas Islam Riau.

	Text abstrak.pdf Download (185kB)
	Text kata_pengantar.pdf Download (183kB)
	Text daftar_isi.pdf Download (210kB)
	Text bab1.pdf Download (218kB)
	Text bab2.pdf Download (350kB)
	Text bab3.pdf Download (261kB)
	Text bab4.pdf Download (193kB)
	Text bab5.pdf Restricted to Repository staff only Download (530kB) | Request a copy
	Text bab6.pdf Restricted to Repository staff only Download (213kB) | Request a copy
	Text daftar_pustaka.pdf Download (201kB)

Abstract

The purpose of this study was to determine the effect of brand image on the purchase decision of the Mitsubishi Pajero Sport car at PT. Pekan Perkasa Berlian Motor Pekanbaru which is the official distributor of Mitsubishi vehicles in Riau Province. The brand image indicators used include the strength of brand associations, the superiority of brand associations, and the uniqueness of brand associations. Purchasing decision indicators used include need recognition, information search, alternative evaluation, purchasing decisions, and postpurchase behavior. The type of research that I use is a type of descriptive survey research with quantitative research methods because researchers collect data by analyzing data and by describing or describing the data by observing the research site. The sampling technique used in this study uses Insured Sampling technique that is for consumers totaling 78 people. Data collection methods used areby distributing questionnaires and documentation. The data analysis technique that researchers did was simple linear regression analysis. The results showed that the results of the t test (partial) showed the results of brand image (X) with the sig value. = 0.000 <0.05 or t-count = 9.807> 1.9916, it can be concluded that the brand image has a positive and significant effect partially (individually) on the purchase decision of the Mitsubishi Pajero Sport car at PT. Pekan Perkasa Berlian Motor Pekanbaru. This R-Square value (R2) of 0.559 or (55.90%) explains thatthe brand image has a significant effect on the purchase decision of the Mitsubishi Pajero Sport car at PT. Pekan Perkasa Berlian Motor Pekanbaru is 55.90% while the remaining 44.10% is influenced by other factors not observed in this study. From the results of the conclusions obtained in this study, the authors give advice to the company, namely PT. Pekan Perkasa Berlian Motor Pekanbaru is expected to improve its product brand image so that consumer purchasing decisions always increase. If the product brand image is good in the eyes of consumers, consumers will be loyal in making purchasing decisions so that the company's objectives can be achieved.

Actions (login required)

View Item