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Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda

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Pengaruh Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Sepeda Motor Honda PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi pada Konsumen Honda di Kota Pekalongan) Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Ekonomi Program Studi Manajemen Oleh:: Diah Nurul Ariani NIM: 152214008 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2019 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA (Studi pada Konsumen Honda di Kota Pekalongan) Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Ekonomi Program Studi Manajemen Oleh:: Diah Nurul Ariani NIM: 152214008 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2019 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MOTTO DAN PERSEMBAHAN “ Failing doesn’t give you a reason to give up as long as you believe “ ( Uzumaki Naruto ) “ Do my best, so that i can’t blame myself for anything. “ ( Magdalena Neuner ) “ Hai orang-orang yang beriman, jadikanlah sabar dan salat sebagai penolongmu. Sesungguhnya Allah beserta orang-orang yang sabar “ (Q.S. Al Baqarah:153) Skripsi ini saya persembahkan untuk: Allah SWT Kedua Orang tua saya Adik kandung saya Keluarga besar Hj. Casmiti iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI KATA PENGANTAR Puji syukur dan terima kasih kepada Allah SWT atas karunia dan rahmat- Nya, sehingga penulis dapat menyelesaikan skripsi yang berjudul Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Sepeda Motor Honda. Skripsi ini ditulis sebagai salah satu syarat untuk memperoleh gelar Sarjana Ekonomi pada Program Studi Manajemen Fakultas Ekonomi Universitas Sanata Dharma Yogyakarta. Penulis skripsi ini dapat selesai dengan baik berkat bantuan berbagai pihak. Untuk itu penulis ingin mengucapkan terima kasih kepada: 1. Bapak Albertus Yudi Yuniarto, S.E., M.B.A., selaku Dekan Fakultas Ekonomi Universitas Sanata Dharma. 2. Bapak Dr. Lukas Purwoto, M.Si., selaku Ketua Program Studi Manajemen, Fakultas Ekonomi, Universitas Sanata Dharma. 3. Ibu Dra. Diah Utari Bertha Rivieda M.Si., selaku dosen pembimbing I, yang telah mengarahkan dan membimbing penulis dengan kesungguhan hati. 4. Bapak Dr. Lukas Purwoto, M.Si., selaku dosen pembimbing II, yang juga telah mengarahkan dan membimbing penulis sehingga skripsi ini menjadi lebih sempurna. 5. Segenap dosen dan karyawan Fakultas Ekonomi Sanata Dharma. 6. Ayah, ibu, mama dan nenek yang selalu memberikan kasih sayang, nasihat, dukungan, doa serta semangat luar biasa yang selalu diberikan hingga sampai tahap ini. vii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 7. Adik kandung saya Hendri Syafrial dan sepupu saya Shaila Nurmalita Stefani yang selalu memberikan semangat untuk menyelesaikan skripsi ini. 8. Keluarga besar nenek Hj.Casmiti yang selalu mendoakan dan menyemangati saya untuk menyelesaikan skripsi ini. 9. Sahabat terdekat saya Agustina Mela dan Yovita Veronika Selanno yang selalu membantu dan memberikan semangat, dan selalu meluangkan waktu untuk saya 10. Teman-teman terdekat saya di kehilangan sentuhan Agustina Mela, Yoanita Dwi Ariyanti, Rien Fransisca Tampubolon dan Suryanata yang selalu ada disaat suka maupun duka selama proses penulisan skripsi ini. 11. Kakak tingkat Christoforus Rendy Setiawan S.E yang mendukung dan menyemangati saya agar cepat terselesainya skripsi ini. 12. Teman-teman tergabut saya di pengejar sunset Margaret Charista Alve dan Tiara Pangesti yang selalu menemani, meluangkan waktu dan menyemangati saya untuk cepat menyelesaikan skripsi ini. 13. Teman jarak jauh saya Hahan yang selalu menyemangati dan mengingatkan saya untuk tidak malas mengerjakan skripsi ini. 14. Teman tertidak jelas saya Adinda Putri Rahayu dan Yohan Puput yang terkadang menyemangati saya untuk cepat menyelesaikan skripsi. 15. Adik tingkat saya G. Chandra Wijaya terima kasih sudah membantu saya dalam menyelesaikan skripsi ini di detik-detik terakhir. 16. Para konsumen sepeda motor Honda di Kota Pekalongan yang telah meluangkan waktu untuk mengisi kuesioner yang telah saya berikan. viii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR ISI Halaman HALAMAN JUDUL ............................................................................................... i HALAMAN PERSETUJUAN PEMBIMBING .................................................... ii HALAMAN PENGESAHAN .............................................................................. iii HALAMAN PERSEMBAHAN ........................................................................... iv HALAMAN PERNYATAAN KEASLIAN KARYA TULIS .............................. v HALAMAN PERNYATAAN PUBLIKASI ........................................................ vi HALAMAN KATA PENGANTAR .................................................................... vii HALAMAN DAFTAR ISI ................................................................................... x HALAMAN DAFTAR TABEL .......................................................................... xii HALAMAN DAFTAR GAMBAR .................................................................... xiii HALAMAN DAFTAR LAMPIRAN ................................................................. xiv HALAMAN ABSTRAK .................................................................................... xv BAB I PENDAHULUAN .................................................................................... 1 A. Latar Belakang Masalah ........................................................................... 1 B. Rumusan Masalah .................................................................................... 7 C. Batasan Masalah ....................................................................................... 7 D. Tujuan Penelitian ...................................................................................... 8 E. Manfaat Penelitian .................................................................................... 8 BAB II KAJIAN PUSTAKA ............................................................................... 10 A. Landasan Teori ......................................................................................... 10 B. Penelitian Sebelumnya ............................................................................. 16 C. Kerangka Konseptual ............................................................................... 18 D. Rumusan Hipotesis ................................................................................... 18 BAB III METODE PENELITIAN ...................................................................... 21 A. Jenis Penelitian ......................................................................................... 21 B. Subjek dan Objek Penelitian .................................................................... 21 C. Waktu dan Lokasi Penelitian ................................................................... 21 D. Variabel Penelitian ................................................................................... 22 E. Definisi Operasional dan Indikator Pengukuran ...................................... 23 F. Populasi dan Sampel ................................................................................ 27 G. Teknik Pengambilan Sampel ................................................................... 28 H. Sumber Data ............................................................................................ 28 I. Teknik Pengumpulan Data ...................................................................... 29 J. Teknik Pengujian Instrumen .................................................................... 29 K. Teknik Analisis Data ................................................................................ 31 BAB IV GAMBARAN UMUM PERUSAHAN ................................................. 38 x PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI A. Sejarah Perusahaan ................................................................................... 38 BAB V ANALISIS DAN PEMBAHASAN ........................................................ 44 A. Penjelasan Singkat Proses Penelitian ....................................................... 44 B. Uji Instrumen ........................................................................................... 45 C. Teknik Analisis Data ................................................................................ 48 D. Pembahasan ............................................................................................. 64 BAB VI KESIMPULAN, SARAN DAN KETERBATASAN ............................ 68 A. Kesimpulan .............................................................................................. 68 B. Saran ........................................................................................................ 68 C. Keterbatasan ............................................................................................ 69 DAFTAR PUSTAKA ........................................................................................ 70 LAMPIRAN ....................................................................................................... 72 xi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR TABEL No Judul Halaman Tabel I.1 Data penjualan sepeda motor menurut AISI Juli 2018 ................... 4 Tabel I.2 Data
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