Suryawan, Yogie (2022) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI MOBIL HONDA BRIO DI MOJOKERTO (STUDI KASUS DEALER HONDA MITRA MOJOKERTO). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current conditions in the automotive market, many competing brands have emerged with the same product category, making consumers selective in buying an automotive product. These conditions require automotive companies to have the right strategy in meeting sales volume targets. Factors that influence consumer buying decisions (buying interest) include brand image and product quality. This study aims to determine the effect of brand image and product quality in purchasing automotive products. The case study was conducted at Honda Mitra dealer in Mojokerto with a Honda brio car product. The method used is quantitative by giving questionnaires to customers of Honda dealer partners in Mojokerto. The population in this study are all customers of Honda Mitra dealer, Mojoketro, whose population is unknown. So that to obtain research results with a 95% confidence level, a sample of 100 respondents is needed. The results of the respondents in this study were then tested using SPSS. Hypothesis testing in this study used the F test (simultaneous) and t-test (partial). The test results for the calculated F value in the study were 4.116, which was greater than the F table value of 3.09, so F arithmetic > F table. While the results of the t-test, the X1 variable (brand image) has a sig value of 2.687 > 0.05, then the X2 variable (product quality) has a sig value of 1.047 > 0.05. These results indicate that the F test results are accepted while the t-test results are rejected. So it can be concluded that brand image and product quality simultaneously have a significant effect on buying interest in Honda Brio at Honda Mitra dealer in Mojokerto.. Keywords: buying interest, brand image, product quality, hon
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | YOGIE SURYAWAN | ||||||||
| Date Deposited: | 25 Aug 2022 08:28 | ||||||||
| Last Modified: | 25 Aug 2022 08:28 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8851 |
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