Amin, Muhammad Makinun (2023) Analisis Persepsi Prestis Dan Persepsi Kualitas Terhadap Keputusan Pembelian Mobil Mercedes Benz Di Surabaya (Peran Moderasi Consumer Ethnocentrism). Masters thesis, UPN Veteran Jawa Timur.
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Abstract
Brand prestige is seen as a tool or medium to show social status and wealth. There are many premium / luxury cars that enter the Indonesian market today. PT Bintang Energi Semesta Surabaya is a Marcedes Benz car dealer in the city of Surabaya. The process of evaluating consumer ethnocentrism towards purchasing decisions for Mercedes-Benz car brand products needs to be studied more deeply. This study aims to determine the analysis of prestige and quality on purchase satisfaction with consumer ethnocentrism as a moderating variable for Mercedes-Benz car owners in the city of Surabaya. This research is quantitative type by collecting primary data through distributing questionnaires to 103 respondents as users and owners of Mercedes-Benz cars in the city of Surabaya. The sampling technique used purposive sampling and data analysis using SmartPLS. The results of the analysis in the study showed that 1) Perceived Prestige is able to contribute directly to Purchasing Decisions. 2) Perception of Quality is able to contribute directly to Purchasing Decisions. 3) Consumer Ethnocentrism is able to contribute to Perceived Prestige to Purchasing Decisions. 4) Consumer Ethnocentrism is able to contribute to Perceptions of Quality to Purchasing Decisions.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HC Economics L Education > LA History of education |
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| Divisions: | Faculty of Economic > Magister Management | ||||||||||||
| Depositing User: | MUHAMMAD MAKINUN AMIN | ||||||||||||
| Date Deposited: | 11 Dec 2023 05:54 | ||||||||||||
| Last Modified: | 11 Dec 2023 05:54 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18857 |
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