PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP KEPUTUSAN PENGGUNAAN LAYANAN LEASING (STUDI KASUS PT MEGA AUTO FINANCE KM 4,5 CABANG PALEMBANG)

DAMANIK, JON ROBET PARULIAN (2023) PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP KEPUTUSAN PENGGUNAAN LAYANAN LEASING (STUDI KASUS PT MEGA AUTO FINANCE KM 4,5 CABANG PALEMBANG). Other thesis, Politeknik Negeri Sriwijaya.

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Abstract

Penelitian ini dilakukan untuk menganalisis besarnya pengaruh bauran pemasaran dan citra merek terhadap keputusan penggunaan layanan leasing (studi kasus pada PT Mega Auto Finance Km 4,5 Cabang Palembang). Jenis dan sumber data bersumber dari data primer dan data sekunder. Teknik pengumpulan data dengan menggunakan kuesioner dan menggunakan google form. Penentuan sampel sebanyak 70 responden. Teknik analisis menggunakan analisis regresi linier berganda uji t, uji f dan koefisien determinasi R². Hasil penelitian menunjukkan bahwa terdapat pengaruh bauran pemasaran dan citra merek terhadap keputusan penggunaan secara parsial. Selain itu terdapat pengaruh bauran pemasaran dan citra merek terhadap keputusan penggunaan secara bersama-sama (simultan), bauran pemasaran dan citra merek memiliki pengaruh yang kuat terhadap keputusan penggunaan. Variabel yang paling dominan berpengaruh terhadap keputusan penggunaan adalah variabel citra merek.

Item Type: Thesis (Other)
Uncontrolled Keywords: bauran pemasaran, citra merek, keputusan penggunaan, leasing
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HG Finance
Divisions: Business Management > Undergraduate Theses
Depositing User: Mr Bambang Anthony
Date Deposited: 06 Feb 2024 09:40
Last Modified: 06 Feb 2024 09:40
URI: http://eprints.polsri.ac.id/id/eprint/14496

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