Widibiyo, Predo Bagus (2024) PENGARUH CITRA MEREK, KUALITAS PRODUK, HARGA DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN MOBIL LISTRIK DI KOTA SEMARANG. Other thesis, STIE Bank BPD Jateng.
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Abstract
Asbtract One of the latest developments in the automotive sector is the use of electric vehicles, which is an environmentally friendly way to reduce greenhouse gas emissions. The electric vehicle market is growing as people become increasingly aware of environmental problems. This research aims to determine the influence of price, product quality, brand image and after-sales service on the decision to purchase an electric car in Semarang City. Apart from that, we also want to know whether after-sales service influences the decision to purchase an electric car in the city of Semarang. SPSS 26 will be used to analyze data collected from quantitative descriptive research conducted using a questionnaire. A total of 96 consumers who are considering buying an electric car participated in this research as respondents. Analysis of the findings shows that brand perception, product quality, price, and after-sales support are all independent factors in this research that have a good and large impact on consumers' decisions to purchase, both separately and collectively. Keywords: Brand Image, Prices, Quality, Price, Purchase Decisions, and After Sale.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | Abstrak Salah satu perkembangan terbaru di sektor otomotif adalah penggunaan kendaraan listrik, yang merupakan cara ramah lingkungan untuk mengurangi emisi gas rumah kaca. Pasar kendaraan listrik berkembang seiring dengan semakin sadarnya masyarakat terhadap permasalahan lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh harga, kualitas produk, citra merek, dan layanan purna jual terhadap keputusan pembelian mobil listrik di Kota Semarang. Selain itu juga ingin mengetahui apakah layanan purna jual berpengaruh terhadap keputusan pembelian mobil listrik di Kota Semarang. SPSS 26 akan digunakan untuk analisis data yang dikumpulkan dari penelitian deskriptif kuantitatif yang dilakukan dengan menggunakan kuesioner. Sebanyak 96 konsumen yang sedang mempertimbangkan untuk membeli mobil listrik berpartisipasi dalam penelitian ini sebagai responden. Temuan analisis menunjukkan bahwa persepsi merek, kualitas produk, harga, dan dukungan purna jual semua faktor independen dalam penelitian ini memiliki dampak yang baik dan besar terhadap keputusan konsumen untuk membeli, baik secara terpisah maupun kolektif. Kata Kunci: Citra Merek, Harga, Kualitas, Harga, Keputusan Pembelian, dan Purna Jual. |
| Uncontrolled Keywords: | Brand Image, Prices, Quality, Price, Purchase Decisions, and After Sale. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | Wisudawan S1 |
| Date Deposited: | 01 Mar 2024 03:28 |
| Last Modified: | 01 Mar 2024 03:28 |
| URI: | http://eprints.stiebankbpdjateng.ac.id/id/eprint/1813 |
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