ANALISIS PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP MINAT BELI MOBIL SUV DFSK GLORY 580 DI PALEMBANG

Gunawan, Willyanto (2019) ANALISIS PENGARUH COUNTRY OF ORIGIN, BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP MINAT BELI MOBIL SUV DFSK GLORY 580 DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

viii ABSTRACT One of the Asian countries that is heavily in Indonesian, especially in the automotive sector, namely China. This can be seen from the start of the number of country of origin, brand image and perceived Quality on consumer buying intention in DFSK Glory 580 SUV. The type of research in this study is a survet questionnaire method. The analysis technique used in this study uses multiple regression analysis techniques. The results of testing inthis study indicate that partially or simultaneously the country of origin, branf image and perceived quality variables have a significant effect in consumer buying intention. The results of testing the coefficant of determination also show that 83,4% of the country of origin, brang image and perceived quality of the brand are able to explain the variables of consumer buying intention. Keyword: country of origin, brand image, perceived quality and buying intention

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