PENGARUH KUALITAS PRODUK, HARGA SERTA KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKET TOUR DI K.I.A TOURS & TRAVEL (Studi Kasus Pada Pelanggan K.I.A Tours & Travel Jakarta)

MANURUNG, GRACE NATALIN (2019) PENGARUH KUALITAS PRODUK, HARGA SERTA KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PAKET TOUR DI K.I.A TOURS & TRAVEL (Studi Kasus Pada Pelanggan K.I.A Tours & Travel Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study to determine the effect of product quality, price and quality of service to purchase decision. The object of this research is to all consumers who use tour package products at head office and branch of K.I.A Tours & Travel located in Jakarta. This study was conducted on 160 respondents using quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression test. The results of this study indicate that partially, product quality variables significantly influence the purchase decision of tour packages at KIA Tours & Travel, the price significantly influence the purchase decision of tour packages at KIA Tours & Travel and the quality of service has no significant effect on the decision of purchasing tour package in KIA Tours & Travel. This is evidenced from the results of determination coefficient test (adjusted R2) obtained by 0.618. This means that 61.8% of purchasing decisions can be explained by variables of product quality, price, service quality while the remaining 38.2% is influenced by other variables beyond this regression model such as promotion and brand. Keywords: product quality, price, service quality and purchase decision Penelitian ini untuk mengetahui pengaruh kualitas produk, harga dan kualitas pelayanan terhadap keputusan pembelian. Objek penelitian ini adalah kepada seluruh konsumen yang menggunakan produk paket tour di kantor pusat dan cabang K.I.A Tours & Travel yang berlokasi di Jakarta. Penelitian ini dilakukan terhadap 160 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian paket tour di K.I.A Tours & Travel, harga berpengaruh signifikan terhadap keputusan pembelian paket tour di K.I.A Tours & Travel dan kualitas pelayanan tidak berpengaruh signifikan terhadap keputusan pembelian paket tour di K.I.A Tours & Travel. Hal ini dibuktikan dari hasil uji koefisien determinasi (adjusted R2) yang diperoleh sebesar 0,618. Artinya 61,8% keputusan pembelian dapat dijelaskan oleh variabel kualitas produk, harga, kualitas pelayanan sedangkan sisanya 38,2% dipengaruhi oleh variabel lain diluar model regresi ini misalnya promosi dan merek. Kata kunci: kualitas produk, harga, kualitas pelayanan dan keputusan pembelian

Item Type: Thesis (S1)
Call Number: SE/31/18/106
NIM: 43113110201
Uncontrolled Keywords: kualitas produk, harga, kualitas pelayanan dan keputusan pembelian
Subjects: 200 Religion/Agama > 260 Christian Social Theology/Teologi Sosial Kristen > 268 Religious Education/Pendidikan Agama Kristen, Pengajaran Agama Kristen > 268.7 Services/Pelayanan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.8 Accounting for Enterprises Enganged in Specific Kinds of Activities/Akuntansi Usaha yang Bergerak dalam Jenis Kegiatan Tertentu > 657.83 Service and Professionals Activities/Kegiatan Pelayanan dan Profesional
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 11 Mar 2019 02:53
Last Modified: 11 Mar 2019 02:53
URI: http://repository.mercubuana.ac.id/id/eprint/47841

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