Apakah Pelanggan Indonesia Peduli Terhadap Harga dan Kualitas Produk: Efek Mediasi Dari Brand Awareness Pada Industri Otomotif (Studi Kasus Honda)
DOI:
https://doi.org/10.22441/jdm.v3i2.10203Keywords:
Kualitas Produk, Harga, Brand awareness, Keputusan PembelianAbstract
Penelitian ini melihat fenomena yang terjadi di Indonesia saat pelanggan memilih produk berdasarkan harga atau kualitas. Namun dalam penelitian ini kami menyediakan variabel lain yang turut memengaruhi keputusan pembelian dari pelanggan yaitu Brand awareness. Dengan menggunakan pelanggan mobil dari Honda penelitian ini bertujuan untuk mengetahui faktor mediasi dari brand awareness. Hasil penelitian ini menemukan bahwa brand awareness memediasi penuh hubungan antara kualitas dengan keputusan pembelian. Demikian juga harga mobil turut memengaruhi keputusan pembelian mobil.Downloads
Downloads
Published
How to Cite
Issue
Section
License
The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.
Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms offline and online or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.
After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights or Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.
