Setiawan, Ronaldo (2024) Pengaruh Persepsi Harga, Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Sepeda Motor Matic Honda di Jakarta: Kepuasan Pelanggan sebagai Variabel Mediasi. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to determine the effect of price perception, product quality, and brand image on purchasing decisions of Honda automatic motorcycles in Jakarta, with customer satisfaction as a mediating variable. The sampling technique used in this study is nonprobability sampling with a purposive sampling approach. The respondents in this study were 362 users of Honda automatic motorcycles residing in Jakarta. The data analysis
technique used in this study is SmartPLS version 4.1.0.8. The results of the study indicate that price perception has a positive and significant influence on purchasing decisions, product quality has a positive and significant influence on purchasing decisions, brand image has a positive and significant influence on purchasing decisions, price perception has a positive and significant influence on customer satisfaction, product quality has a positive and significant influence on customer satisfaction, brand image has a positive and significant influence on customer satisfaction, customer satisfaction can mediate the influence between purchasing decisions on price perception, product quality and brand image.

Item Type: Thesis (Masters)
Additional Information: Dosen Pembimbing: Prof. Dr. Keni, S.E., M.M.
Uncontrolled Keywords: Keywords: Price Perception, Product Quality, Brand Image, Customer Satisfaction, Purchasing Decision.
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 22 May 2026 09:08
Last Modified: 22 May 2026 09:08
URI: https://repository.untar.ac.id/id/eprint/49498

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