PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC HONDA BEAT DIMASA PANDEMI COVID-19 (Study Kasus Pada Dealer Honda Prima Motor)

YULIANTI, AULIA (2022) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC HONDA BEAT DIMASA PANDEMI COVID-19 (Study Kasus Pada Dealer Honda Prima Motor). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The thesis entitled "The Influence of Product Quality, Price, and Promotion on Purchase Decisions for Honda Beat Matic Motorcycles During the Covid 19 Pandemic" is the result of quantitative research that aims to answer questions about the Influence of Product Quality, Price, and Promotion on Purchase Decisions on Matic Motorcycles. Honda Beat. The population in this study is addressed to buyers of Matic Honda Beat Motorcycles at Honda Prima Dealers. All populations are included in the research subject with a total of 125 people. Methods of data collection using a survey method, with a questionnaire research instrument. Data analysis method using SmartPLS (Partial Least Square). This study proves that Product Quality has a positive and significant effect on Purchase Decisions, Price has a positive and significant effect on Purchase Decisions, and Promotion has a positive and significant effect on Purchase Decisions during the Covid 19 Pandemic. Based on the Original Sample Estimate value, Product Quality is 0.235, Price 0.355, Promotion 0.348 with a significant under 0.5%. Keywords: Product Quality, Price, Promotion, Purchase Skripsi yang berjudul “Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Sepeda Motor Matic Honda Beat Dimasa Pandemi Covid 19” merupakan hasil Penelitian Kuantitatif yang bertujuan untuk menjawab pertanyaan tentang Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Keputusan Pembelian Pada Sepeda Motor Matic Honda Beat. Populasi dalam Penelitian ini ditujukan Kepada Pembeli Sepeda Motor Matic Honda Beat di Dealer Honda Prima. Semua populasi masuk ke dalam subjek Penelitian dengan jumlah 150 orang. Metode Pengumpulan Data Menggunakan Metode Survey, dengan instrumen Penelitian Kuesioner. Metode Analisis Data Menggunakan SmartPLS (Partial Least Square). Penelitian ini membuktikan bahwa Kualitas Produk berpengaruh positif dan signifikan terhadap Keputusan Pembelian, Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian, dan Promosi berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada masa Pandemi Covid 19. Berdasarkan nilai Original Sample Estimate Kualitas Produk adalah sebesar 0,235 Harga 0,355, Promosi 0,348 dengan signifikan dibawah 0,5%. Kata Kunci : Kualitas Produk, Harga, Promosi , Keputusan Pembelian

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 288
Call Number:	SE/31/22/180
NIM/NIDN Creators:	43118010034
Uncontrolled Keywords:	Kualitas Produk, Harga, Promosi , Keputusan Pembelian
Subjects:	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 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 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:	ADELINA HASNA SETIAWATI
Date Deposited:	01 Dec 2022 07:47
Last Modified:	01 Dec 2022 07:47
URI:	http://repository.mercubuana.ac.id/id/eprint/72114

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