Ramadhan, Muhammad (2025) PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN MOTOR HONDA DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesia's economy is currently growing rapidly, thanks to the rapid development of technology. From primary demand to secondary demand, Indonesia has ultimately become one of the largest/global market shares sought after by distributors. Indonesia's economic growth remains strong amid global slowdowns. Data from the Central Bureau of Statistics (BPS) shows that Indonesia's economic growth in the first quarter of 2023 was recorded at 5.03% (year-on-year), a slight increase compared to the 5.01% growth (year-on-year) in the previous quarter. This study aims to determine the influence of Product Quality and Brand Image on Purchase Decisions of Honda motorcycles in Surabaya, both simultaneously and partially. This research targets consumers aged 22–30 who use Honda motorcycles and have made at least one Honda motorcycle purchase in Surabaya. The sample size consists of 84 respondents. The sampling technique used in this study is simple random sampling. Data were collected using questionnaires as the primary data source. The data analysis technique employed is Partial Least Squares (PLS). Based on the results of the study, it can be concluded that Product Quality and Brand Image have a positive influence on the Purchase Decision of Honda motorcycles in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Muhammad Ramadhan choirul | ||||||||
| Date Deposited: | 21 Jul 2025 09:33 | ||||||||
| Last Modified: | 21 Jul 2025 09:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40370 |
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