PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA RUSH DI AUTO 2000 PRAMUKA

REZA, MUHAMMAD SYAH (2019) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL TOYOTA RUSH DI AUTO 2000 PRAMUKA. S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of increasingly complex consumer needs and market competition intensified cause TOYOTA must be competitive demonstrate its product superiority and grab the attention of consumers, one of the ways is to create a new product class SUV Medium TOYOTA RUSH. Consumers who will take a decision in choosing TOYOTA RUSH will consider a variety of things in buying. Consideration, among others influenced by the quality of the product, quality of Service and promotion. This is evidenced by sales in its first year TOYOTA RUSH captured the market leader At The Suv Class.This type of research uses explanatory research approach with the questionnaire as a data collection tool with until of 100 respondents in Jakarta with the sampling method that is non-probability sampling and the type of sample used is purposive sampling. Analysis technique used validity, reliability test, multiple linear regression, t test, F test with SPSS 23.0. based on the results of statistical calculations by linear regression analysis can be shown by the regression equation Y = 1,956 + 0,462X1 + 0,239X2 +0,256X3 + e of the regression equation is known that the product quality, quality service, and promotion have a positive influence on purchase decisions. The result of the calculation of determination coefficient was 0,673 suggesting that the product quality, price, and promotion able to explain 67.3% of purchasing decisions. While the remaining 32.7% is explained by other variables not observed. Based on the results of data analysis can be concluded their positive influence on product quality, price, and promotion on purchase decisions TOYOTA RUSH and have a level of closeness of relationship is strong, it means that if the product quality, price, and promotion of improved then it will result in the purchase decision is high , Keywords : Quality product, Quality Service, promotion, purchase decisions. Perkembangan kebutuhan konsumen yang semakin kompleks dan persaingan pasar yang semakin tajam menyebabkan TOYOTA harus dapat bersaing memperlihatkan keunggulan produknya dan merebut perhatian konsumen salah satu caranya dengan membuat produk baru dikelas SUV Medium yaitu TOYOTA RUSH. Konsumen yang akan mengambil keputusan dalam memilih TOYOTA RUSH akan mempertimbangkan berbagai hal dalam membeli. Pertimbangan itu antara lain dipengaruhi oleh kualitas produk, Kualitas Pelayanan, dan promosi. Hal ini dibuktikan dengan penjualan pada tahun pertamanya TOYOTA RUSH berhasil Menjadi market leader di Kelas Suv. Tipe penelitian ini menggunakan pendekatan explanatory research dengan kuesioner sebagai alat pengumpulan data dengan sampe sebesar 100 responden di Jakarta dengan metode pengambilan sampel yaitu non-probability sampling dan jenis sampel yang digunakan adalah sampling purposive. Teknik analisa yang menggunakan uji validitas, uji realibilitas, regresi linier berganda, uji t, uji F dengan alat bantu SPSS 23.0. berdasarkan hasil perhitungan statistic dengan analisis regresi linier dapat ditunjukkan dengan persamaan regresi Y = 1,956 + 0,462X1 + 0,239X2 +0,256X3 + e dari persamaan regresi diketahui bahwa kualitas produk, Kualitas Pelayanan, dan promosi memiliki pengaruh yang positif terhadap keputusan pembelian. Hasil perhitungan koefisien determinasi sebesar 0,673 hal ini menunjukkan bahwa kualitas produk, harga, dan promosi mampu menjelaskan keputusan pembelian sebesar 67,3%. Sedangkan sisanya 32,7% dijelaskan oleh variabel lain yang tidak diamati. Berdasarkan hasil analisa data dapat disimpulkan adanya pengaruh positif kualitas produk, harga, dan promosi terhadap keputusan pembelian TOYOTA RUSH dan memiliki tingkat keeratan hubungan yang kuat, hal ini berarti apabila kualitas produk, harga, dan promosi ditingkatkan maka akan mengakibatkan keputusan pembelian yang tinggi. Kata Kunci : Kualitas Produk, Kualitas Pelayanan, Promosi, Keputusan Pembelian

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/303
NIM: 43112110171
Uncontrolled Keywords: Kualitas Produk, Kualitas Pelayanan, Promosi, 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
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
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
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 06 Mar 2020 02:58
Last Modified: 06 Mar 2020 02:58
URI: http://repository.mercubuana.ac.id/id/eprint/51132

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