ANALISIS KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA KEPADA KEPUASAN PELANGGAN SEPEDA MOTOR HONDA BEAT DI DAERAH TANGERANG

PUTRO, CHRISTIANTO HADISISWANTO (2023) ANALISIS KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN SERTA DAMPAKNYA KEPADA KEPUASAN PELANGGAN SEPEDA MOTOR HONDA BEAT DI DAERAH TANGERANG. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, price perception on purchasing decisions and their impact on customer satisfaction of Honda Beat brand motorcycles. This type of research used in this study is a conclusive study that aims to get evidence of a causal relationship (causal relationship) between variables. Exogenous variables in this study are product quality and price perception, intervering variables in this study are purchasing decisions, while the endogenous variable is customer satisfaction. The population in this study is the Honda Beat Tangerang user community with a sample size of 215 respondents. Data analysis techniques in this study used Structural Equation Modeling (SEM) assisted by the Lisrel (Linear Structural Relations) program version 8.80. The results showed that 1) product quality had a positive and significant influence on purchasing decisions, 2) price perception had a positive and significant effect on purchasing decisions, 3) purchasing decisions had a positive and significant effect on customer satisfaction, 4) product quality had a positive influence and significant to customer satisfaction, and 3) price perception has a positive and significant effect on customer satisfaction. Keywords: Product Quality, Price Perception, Purchase Decision, Customer Satisfaction Penelitian ini bertujuan untuk mengetahui besar pengaruh kualitas produk, persepsi harga terhadap keputusan pembelian serta dampaknya terhadap kepuasan pelanggan sepeda motor merek Honda Beat. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian konklusif yang bertujuan untuk mendapatkan bukti hubungan sebab akibat (hubungan kausal) antar variabel. Variabel eksogen dalam penelitian ini adalah kualitas produk dan persepsi harga, variabel intervering dalam penelitian ini adalah keputusan pembelian, sedangkan variabel endogennya adalah kepuasan pelanggan. Populasi pada penelitian ini adalah masyarakat pengguna Honda Beat Kota Tangerang dengan jumlah sampel sebesar 215 responden. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan dibantu program Lisrel (Linear Structural Relation) versi 9.2. Hasil penelitian menunjukkan bahwa 1) kualitas produk memiliki pengaruh positif dan signifikan terhadap keputuan pembelian, 2) persepsi harga memiliki pengaruh positif dan signifikan terhadap keputuan pembelian, 3) keputusan pembelian memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, 4) kualitas produk memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan, dan 3) persepsi harga memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan. Kata Kunci: Kualitas Produk, Persepsi Harga, Keputusan Pembelian, Kepuasan Pelanggan

Item Type: Thesis (S2)
Call Number CD: CD/551. 23 071
Call Number: TM/51/23/092
NIM/NIDN Creators: 55117110223
Uncontrolled Keywords: Kualitas Produk, Persepsi Harga, Keputusan Pembelian, Kepuasan Pelanggan
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
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: Pascasarjana > Magister Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 08 Sep 2023 06:39
Last Modified: 08 Sep 2023 06:39
URI: http://repository.mercubuana.ac.id/id/eprint/80370

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