AZIZ, MUHAMAD DERRY (2015) PENGARUH IKLAN, HARGA DAN FASILITAS ONLINE SHOPPING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Study Kasus Produk Yamaha YZF-R25 di Jakarta Pusat). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
YZF-R25 atau biasa dikenal oleh masyarakat yaitu R25 merupakanproduk dari Yamaha untuk kelas motor sport racing 250cc dengan harga yangterbilang murah dibandingkan dengan produk lain yang sejenis serta diproduksilangsung di Indonesia dan membuat iklan yang dibintangi oleh pembalapinternasionalnya. Yamaha ingin mendapatkan penjualan yang tinggi dalamkategori sport racing 250cc. R25 pada saat penjualan pertama menggunakansistem penjualan terbaru untuk kategori sepeda motor yaitu fasilitas onlineshopping sehingga calon konsumen tidak perlu untuk datang ke dealer tetapi bisamembeli melalui fasilitas tersebut. Data penjualan selama Juli - Desember 2014menunjukkan bahwa terjadi penurunan penjualan pada 3 bulan terakhir di DKIJakarta. Penjualan Yamaha R25 terendah terjadi di Jakarta Pusat sejak Juli - Desember 2014. Padahal biaya promosi Yamaha R25 sangat besar, namun hargapenjualan paling rendah dibandingkan dengan produk sejenis lainnya. Penelitianini menggunakan metode survey pada 111 responden konsumen Yamaha R25 inibertujuan untuk mengetahui pengaruh iklan, harga, dan fasilitas online shoppingterhadap keputusan pembelian Yamaha YZF-R25 di Jakarta Pusat periode Juli - Desember 2014. Hasil penelitian menunjukkan bahwa iklan, harga, dan fasilitasonline shoppping berpengaruh signifikan terhadap keputusan pembeliankonsumen pada produk R25 dan iklan merupakan variabel yang paling signifikanberpengaruh terhadap keputusan pembelian Yamaha R25 di Jakarta Pusat pada Juli - Desember 2014 sehingga diperlukan pembuatan iklan yang lebih menarikuntuk meningkatkan pembelian Yamaha R25 di Jakarta Pusat. Kata Kunci : Iklan, Harga, fasilitas online shopping, keputusan pembelian konsumen, Yamaha R25 YZF-R25, or commonly known as R25, is a 250 cc sport racing motor fromYamaha, with more affordable price other than similar products, manufactured in Indonesia, and also its advertisement is starred by international racers. Therefore,Yamaha would like to have the highest sales in 250 cc sport racing category among other company. At the beginning process of R25 sales, online shopping facility is used in order that potential customer no need to come to dealer, but they can purchase it directly from where they are located. Sales data from July - December 2014 shows that R25 sales is decreasing in DKI Jakarta since the last 3months. The lowest R25 sales happened in Central Jakarta since July - December2014 whereas its promotion cost is the highest, but the price is the lowest among other similar products. The purpose of this survey study is to determine the effect of advertisment, price, and online shopping facility to buying decision of Yamaha R25 in Central Jakarta on July - December 2014 among 111 Yamaha R25 buyers.This study shows that advertisement is the most significantly influence factor to buying decision of Yamaha R25 in Central Jakarta on July - December 2014, therefore more attracted and interesting advertisment is needed to increase Yamaha R25 sales in Central Jakarta. Keywords: advertisement, price, online shopping facility, Yamaha R25
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-15-131 |
| Call Number: | TM/51/15/309 |
| NIM/NIDN Creators: | 55113110139 |
| Uncontrolled Keywords: | Iklan, Harga, fasilitas online shopping, keputusan pembelian konsumen, Yamaha R25, MPS, Manajemen pemasaran |
| 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 |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 30 Sep 2015 14:15 |
| Last Modified: | 30 Jun 2022 02:56 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7613 |
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