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 (2019) 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 thesis, Universitas Mercu Buana.

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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)
Call Number CD:	FE/MJ. 19 751
NIM/NIDN Creators:	43115110066
Uncontrolled Keywords:	Promosi, lokasi, harga, 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 > 003 Systems/Sistem-sistem > 003.5 Computer Modeling and Simulation/Model dan Simulasi Komputer > 003.56 Decision Theory/Teori Keputusan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	09 Jun 2022 07:17
Last Modified:	09 Jun 2022 07:17
URI:	http://repository.mercubuana.ac.id/id/eprint/63014

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