PENGARUH PROMOSI PENJUALAN DAN KUALITAS PRODUK TERHADAP MINAT BELI SEPEDA MOTOR HONDA BEAT (Studi Pada Wilayah Tangerang Selatan)

SAPUTRA, ULIL AMRI (2022) PENGARUH PROMOSI PENJUALAN DAN KUALITAS PRODUK TERHADAP MINAT BELI SEPEDA MOTOR HONDA BEAT (Studi Pada Wilayah Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine the effect of Sales Promotion and Product Quality on Purchase Intentions. The object of research is the intention to buy a Honda Beat motorbike. The independent variables obtained from the first research are Sales promotion, Product Quality. This study uses descriptive data analysis techniques, test instruments, and SEM with processing using PLS. The population is residents living in South Tangerang, with a sample of 85 respondents. The results of data testing using the Smart-PLS v3.2.9 software. In general, the results of this study indicate that Sales Promotion has a direct positive and significant effect on Buying Interest for Honda Beat motorcycles, Product Quality has a positive and direct significant effect on Buying Interest for Honda Beat motorcycles. Keywords : Sales Promotion, Product Quality, Buying Interest Penelitian ini bertujuan untuk menguji pengaruh Promosi Penjualan dan Kualitas Produk terhadap Minat beli. Objek penelitian adalah Minat Beli sepeda motor Honda Beat Variabel independen yang didapatkan dari penelitian terhadulu adalah promosi penjualan, kualitas produk. Penelitian ini menggunakan teknik analisis data deskriptif, uji instrument, dan SEM dengan pengolahan menggunakan PLS. Populasinya adalah penduduk berwilayah tinggal di Tangerang Selatan, dengan sampel 85 responden. Hasil pengujian data dengan menggunakan software Smart-PLS v3.2.9. Secara umum, hasil penelitian ini menunjukkan bahwa Promosi Penjualan berpengaruh positif dan signifikan secara langsung kepada Minat Beli sepeda motor Honda Beat, Kualitas Produk berpengaruh positif dan signifikan secara langsung kepada Minat Beli sepeda motor Honda Beat. Kata Kunci : Promosi Penjualan, Kualitas Produk, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 378
NIM/NIDN Creators: 43118010359
Uncontrolled Keywords: Promosi Penjualan, Kualitas Produk, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
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: 21 Jan 2023 02:53
Last Modified: 21 Jan 2023 02:53
URI: http://repository.mercubuana.ac.id/id/eprint/73613

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