PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL BRIO PADA DEALER HONDA MUGEN PURI

ARIVIANI, NABILLA (2022) PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL BRIO PADA DEALER HONDA MUGEN PURI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research was conducted to determine the Effect of Price, Product Quality and Promotion on the Decision to Buy a Honda Brio Car at a Honda Mugen Puri Dealership. Independent variables obtained from the results of the preliminary survey are Price, Product Quality, and Promotion. While the dependent variable obtained is the Purchase Decision. The population used is honda dealer consumer Mugen Puri . The sample used in this study was 270 respondents taken using interpretation estimates with the Structural Equation Model (SEM). Using a quantitative descriptive approach, this study shows that price has a significant positive effect on purchasing decisions and product quality has a significant positive effect on purchasing decisions, and promotion has a significant positive effect on purchasing decisions. Keywords : Price, Product Quality, Promotion, Purchasing Decision. Penelitian ini dilakukan untuk mengetahui Pengaruh Harga, Kualitas Produk dan Promosi terhadap Keputusan Pembelian Mobil Honda Brio pada Dealer Honda Mugen Puri. Variabel independen yang didapatkan dari hasil survei pendahuluan adalah Harga, Kualitas Produk, dam Promosi .Sedangkan variabel dependen yang didapatkan adalah Keputusan Pembelian. Populasi yang digunakan adalah konsumen dealer Honda Mugen Puri . Sampel yang digunakan dalam penelitian ini adalah sebanyak 270 responden yang diambil dengan menggunakan estimasi interpretasi dengan Structural Equation Model (SEM). Dengan menggunakan pendekatan dekriptif kuantitatif, penelitian ini menunjukkan bahwa harga berpengaruh positif signifikan terhadap keputusan pembelian dan kualitas produk berpengaruh positif signifikan terhadap keputusan pembelian, serta promosi berpengaruh positif signifikan terhadap keputusan pembelian. Kata kunci : Harga, Kualitas Produk, Promosi, Keputusan Pembelian.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 441
Call Number: SE/31/23/052
NIM/NIDN Creators: 43118110212
Uncontrolled Keywords: Harga, Kualitas Produk, 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: 04 Feb 2023 07:48
Last Modified: 04 Feb 2023 07:48
URI: http://repository.mercubuana.ac.id/id/eprint/73945

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