NAILUFAR, YUYUN (2016) PENGARUH HARGA, KUALITAS PRODUK DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA PT WAHANAARTHA RITELINDO. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT This study aims to determine the effect of those three variables: Price, product quality and personal selling to buying decision at PT WahanaArtha Ritelindo. Sample that been obtained in this study were derived from 100 respondents which were purposive sampling chosen from all customer at PT WahanaArtha Ritelindo. Data analysis method used is multiple linear regression using validity test, classic assumption test and hypothesis test. To examine simultanously the effect price, product quality, and personal selling to buying decision The result shows that partially the price has not significant effect and positive to buying decision, the product quality has significant effect and positive to buying decision and the personal selling has also significant and positive to buying decision. The result shows that simultanously the price, product quality and personal selling has significant and positive to buying decision. Keywords: Price, Product Quality, Personal Selling, Buying Decision ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari ketiga variabel yaitu harga, kualitas produk dan personal selling terhadap keputusan pembelian sepeda motor Honda pada PT WahanaArtha Ritelindo. Sampel yang diambil dalam penelitian ini berjumlah 100 responden yang dipilih secara purposive sampling dari konsumen PT WahanaArtha Ritelindo. Metode analisis data yang digunakan adalah analisis regresi linear berganda menggunakan uji validitas, uji reliabilitas, uji asumsi klasik dan pengujian hipotesis. Untuk menguji pengaruh harga, kualitas produk dan personal selling secara serentak terhadap keputusan pembelian. Hasil penelitian menunjukkan secara parsial harga tidak berpengaruh signifikan dan positif terhadap keputusan pembelian sepeda motor Honda pada PT WahanaArtha Ritelindo, kualitas produk berpengaruh signifikan dan positif terhadap keputusan pembelian sepeda motor Honda pada PT WahanaArtha Ritelindo, personal selling berpengaruh signifikan dan positif terhadap keptusan pembelian sepeda motor Honda pada PT WahanaArtha Ritelindo dan secara simultan harga, kualitas produk dan personal selling berpengaruh signifikan dan positif terhadap keputusan pembelian sepeda motor Honda pada PT WahanaArtha Ritelindo. Kata Kunci: Harga, Kualitas Produk, Personal Selling, Keputusan Pembelian
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 16 021 |
| NIM/NIDN Creators: | 43113320100 |
| Uncontrolled Keywords: | Kata Kunci: Harga, Kualitas Produk, Personal Selling, Keputusan Pembelian |
| Subjects: | 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: | siti maisyaroh |
| Date Deposited: | 20 Jun 2022 04:58 |
| Last Modified: | 20 Jun 2022 04:58 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63719 |
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