COUNTRY OF ORIGIN, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA POLYGON (Studi Kasus Pengguna Sepeda Polygon Di Wilayah Kabupaten Cirebon)

• Kategori : Skripsi
• Penulis : DEBY TRIANA PUTRA
• Identitas : 180111044
• Abstrak :
  

  This study was conducted to determine the effect of country of origin, brand image, and product quality on the purchase decision of polygon bicycles (a case study of polygon bicycle users in Cirebon district). This study uses four variable items, namely Country Of Origin (X1), Brand Image (X2), Product Quality (X3) and Purchase Decision (Y). The method used in this research is quantitative. The sample in this study amounted to 115 respondents who are Polygon bicycle users in the Cirebon Regency area. The data used are primary data and secondary data collected through observation and questionnaires. The measurement scale used is the Likert scale. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that partially the Country of Origin variable has a positive and significant effect on purchasing decisions with (sig.t) 0.001 < 0.05, Brand Image has no significant effect on purchasing decisions with (sig.t) 0.839> 0.05 and product quality has a positive and significant effect on purchasing decisions with (sig.t) 0.001 <0.05. The results of the variable Country Of Origin, Brand Image and product quality simultaneously have a positive and significant effect on the purchase decision of Polygon bicycles (a case study of Polygon bicycle users in the Cirebon Regency Region) with the results of the Fcount value of 12,222 > Ftable of 2,696. Furthermore, Country Of Origin, Brand Image and Product Quality, contributed 24.8% of the influence on purchasing decisions. While the remaining 75.2% is influenced by other variables. Keywords: Country of Origin, Brand Image and Product Quality.

Preview