Qarunia, Jiffi (2014) Pengaruh Motivasi Konsumen Dan Persepsi Kualitas Terhadap Keputusan Pembelian Sepeda Motor Honda (Studi Pada Konsumen Sepeda Motor Honda Di Jakarta Selatan). S1 thesis, STIE Indonesia Banking School.
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Abstract
Although Honda is currently the market leader in Indonesian motorcycle market, during 2006-2010, it experienced a decline in market sales percentage compared to its competitor. However, from 2010 onwards, Honda gains back its market share percentage. This can be interpreted as a turnaround of consumer buying decision over Honda motorcycle. This research will study the effects of consumer motivation and perceived quality towards consumer buying decision of Honda motorcycle in South Jakarta region. This research uses quantitative method. Data were collected by questionnaire and interview techniques. The respondents in this research are 100 people of Honda motorcycles consumer who live in South Jakarta. Three hypotheses are formulated and tested using Multiple Regression Analysis. The result of this research indicates that there are significant influences, either partial or simultaneous between consumer motivations and perceived quality towards consumer buying decision. Keywords: Consumer Motivation, Perceived Quality, Buying Decision.
| Item Type: | Thesis (S1) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Prodi S1 Manajemen |
| Depositing User: | Ms Dyta Medina |
| Date Deposited: | 08 Aug 2020 13:46 |
| Last Modified: | 18 Jul 2024 03:25 |
| URI: | http://repository.ibs.ac.id/id/eprint/725 |
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