PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA NEW AVANZA DI JAKARTA SELATAN

UTOMO, PONDRA DAVID (2020) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA NEW AVANZA DI JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to determine the impact of price perception, product quality and promotion to the purchase decision of Toyota New Avanza. This study was conducted against 130 respondents with a quantitative approach. Eudora retrieval technique in this study used nonprobability sampling with sampling judgmental that is the respondent who bought Toyota New Avanza. Data collection techniques by spreading questionnaires. The data analysis method used is a linear regression analysis. The results of research perception of prices positively and significantly affect purchasing decisions, the quality of products positively and significantly influence the purchasing decision, and the promotion positively and significantly affect the purchasing decision, Keywords: perception of price, product quality, promotion, purchase decision Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, kualitas produk dan promosi terhadap keputusan pembelian Toyota New Avanza. Penelitian ini dilakukan terhadap 130 responden dengan pendekatan kuantitatif. Teknik pengambilan sempel dalam penelitian ini mengunakan nonprobability sampling dengan judgmental sampling yaitu responden yang membeli Toyota New Avanza. Teknik pengumpulan data dengan menyebarkan kuesioner. Metode analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian persepsi harga berpengaruh positif dan signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, dan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian, Kata kunci: persepsi harga, kualitas produk, promosi, keputusan pembelian

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 014
NIM/NIDN Creators: 43115120251
Uncontrolled Keywords: persepsi harga, kualitas produk, promosi, keputusan pembelian
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 09 Nov 2021 07:25
Last Modified: 24 Feb 2022 07:18
URI: http://repository.mercubuana.ac.id/id/eprint/47658

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