SUPARDI, REVITA (2020) PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN DESAIN PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PCX 150 CC DI WILAYAH JAKARTA. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to discuss what influences influence the purchasing decision of Honda PCX motorcycle products. The variables obtained from the preliminary survey results are price perception, product quality and product design. While the dependent variable obtained is the decision to purchase a Honda PCX motorcycle. The respondents of this study were consumers who had already bought Honda PCX motorcycle products. This research was conducted on 275 respondents using a quantitative approach. The sampling technique uses convenience sampling. The analysis used is statistical analysis in the form of SEM-PLS. The results of this study indicate that price perception has a significant positive effect on purchasing decisions, product quality has a significant positive effect on purchasing decisions, and product design has a significant positive effect on purchasing decisions. Keywords: price perception, product quality, product design, purchasing decisions Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi keputuan pembelian produk sepeda motor Honda PCX. Variabel yang didapatkan dari hasil survei pendahuluan adalah persepsi harga, kualitas produk dan desain produk. Sedangkan variabel dependen yang didapatkan adalah keputusan pembelian sepeda motor Honda PCX. Responden penelitian ini adalah konsumen yang sudah pernah membeli produk sepeda motor Honda PCX. Penelitian ini dilakukan terhadap 275 responden dengan menggunakan pendekatan kuantitatif. Teknik pengambilan sampel menggunakan convenience sampling. Analisis yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa persepsi harga berpengaruh positif signifikan terhadap keputusan pembelian, kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian, serta desain produk berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : persepsi harga, kualitas produk, desain produk, keputusan pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 20 047 |
| NIM/NIDN Creators: | 43116010167 |
| Uncontrolled Keywords: | persepsi harga, kualitas produk, desain produk, keputusan pembelian |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan 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 |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 28 Feb 2022 14:55 |
| Last Modified: | 28 Feb 2022 14:55 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/56912 |
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