PENGARUH COUNTRY OF ORIGIN, KUALITAS PRODUK, HARGA DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN MOBIL ASAL CHINA (studi kasus : pembelian mobil wuling di jakarta)

PUTRI, ANDRIYANTI EKA (2020) PENGARUH COUNTRY OF ORIGIN, KUALITAS PRODUK, HARGA DAN LAYANAN PURNA JUAL TERHADAP KEPUTUSAN PEMBELIAN MOBIL ASAL CHINA (studi kasus : pembelian mobil wuling di jakarta). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of country of origin, product quality, price and after-sales service on wuling car purchasing decisions. This type of research used in this research is descriptive associative using a causal approach. The population in this study is the citizens of West Jakarta. The sampling method is non-probability sampling and the type of sampling used is accidental sampling, with a total sample of 210 people. Data collection techniques using a questionnaire that has been tested for validity and reliability. The data analysis technique used to answer the research hypothesis is to use SEM (Structural Equational Modeling) analysis with tools using smartPLS 3.0. Based on the results of the R-Square values the results of his research concluded that together or overall the country of origin variable, product quality, price and after-sales service influence the purchase decision. Based on the value of the T Statistics the results of his research concluded that the country of origin and product quality variables proved to have no influence on purchasing decisions, while prices and after-sales services were proven to influence purchasing decisions. Key Word: Country of Origin, Product Quality, Price, After Sales Service, Purchase Decision. Penelitian ini bertujuan untuk menganalisis pengaruh dari country of origin, kualitas produk, harga dan layanan purna jual terhadap keputusan pembelian mobil wuling. Jenis penelitian yang digunakan dalam penelitian ini adalah deskriptif asosiasif dengan menggunakan pendekatan kausal. Populasi pada penelitian ini adalah warga Jakarta Barat. Metode pengambilan sampel yaitu nonprobability sampling dan jenis sampling yang digunakan adalah accidental sampling, dengan jumlah sampel sebanyak 210 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan untuk menjawab hipotesis penelitian ini adalah dengan menggunakan analisa SEM (Strucuural Equational Modeling) dengan alat bantu menggunakan smartPLS 3.0. Berdasarkan hasil nilai R-Square hasil penelitiannya menyimpulkan bahwa secara bersama-sama atau keseuluruhan variabel country of origin, kualitas sproduk, harga dan layanan purna jual berengaruh terhadap keputusan pembelian. Berdasarkan nilai T Statistic hasil penelitiannya menyimpulkan bahwa variabel country of origin dan kualitas produk terbukti tidak berpegnaruh terhadap keputusan pembelian, sedangkan harga dan layanan purna jual terbukti berpengaruh terhadap keputusan pembelian. Kata Kunci : Country of Origin, Kualitas Produk, Harga, Layanan Purna Jual, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 592
NIM: 43114120429
Uncontrolled Keywords: Country of Origin, Kualitas Produk, Harga, Layanan Purna Jual, Keputusan Pembelian.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.434 Process Management Programs/Program Manajemen Proses
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.4 System Programming and Programs/Sistem Pemrograman dan Program > 005.43 Operating System/Sistem Operasi > 005.435 Memory Management Programs/Program Manajemen Memori
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Virda Syifa
Date Deposited: 09 Jan 2020 03:56
Last Modified: 10 Jan 2020 03:05
URI: http://repository.mercubuana.ac.id/id/eprint/53389

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