PENGARUH PROMOSI, LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BAN ACHILLES DI BENGKEL BOS DI JABODETABEK (Studi Kasus di PT. Penta Artha Impressi atau Bengkel BOS Jabodetabek)

SUTOYO, HADI (2020) PENGARUH PROMOSI, LOKASI DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN BAN ACHILLES DI BENGKEL BOS DI JABODETABEK (Studi Kasus di PT. Penta Artha Impressi atau Bengkel BOS Jabodetabek). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

The background of this research is the sale of achilles tires in the BOS workshop which fluctuation in the period 2015 to 2018, which is related to the sale of two other brands that tend to be stable. This study aims to examine and analyze the effect of promotion, location and price on consumer purchasing decisions on achilles products in BOS workshops. The research method used in this research is descriptive method. The object of this study is 126 workshop garage consumers. The approach used in this research is Structural Equation Model (SEM) with Smart-PLS analysis tools. The results showed that promotion had a positive and significant effect on the purchasing decisions for BOS workshop consumers, location had a positive and significant effect on purchasing decisions of BOS workshop consumers, and prices had a positive and significant effect on purchasing decisions on BOS workshop consumers. Keywords : promotion, location, price, purchasing decision Latar belakang dari penelitian ini adalah mengenai penjualan ban achilles di bengkel BOS yang fluktuatif pada periode 2015 hinga 2018 yang mana fenomena ini terikat dengan penjualan dua merk lainnya yang cenderung stabil. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh promosi, lokasi dan harga terhadap keputusan pembelian konsumen pada produk achilles di bengkel BOS. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Objek penelitian ini adalah konsumen bengkel BOS sebanyak 126 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukkan promosi berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen bengkel BOS, lokasi berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen bengkel BOS, harga berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen bengkel BOS. Kata kunci: Promosi, lokasi, harga, keputusan pembelian

Item Type: Thesis (S1-Sarjana)
NIM: 43115110066
Uncontrolled Keywords: Promosi, lokasi, harga, keputusan pembelian
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor > 651.3 Office Management/Manajemen Kantor, Manajemen Perkantoran
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 > 658.6 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 05 Aug 2020 08:20
Last Modified: 05 Aug 2020 08:20
URI: http://repository.mercubuana.ac.id/id/eprint/56609

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