PENGARUH KEWAJARAN HARGA, DESAIN PRODUK DAN STRATEGI PROMOSI TERHADAP NIAT MEMBELI SEPEDA MOTOR HONDA PCX

ANDRIANSAH, RAHMAT NOFAL (2023) PENGARUH KEWAJARAN HARGA, DESAIN PRODUK DAN STRATEGI PROMOSI TERHADAP NIAT MEMBELI SEPEDA MOTOR HONDA PCX. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to examine and analyze the effect of fairness on price, product design and promotional strategies on purchase intention of a Honda PCX motorcycle. The research method used in this research is descriptive method. The sampling technique in this study was carried out randomly (Random Sampling). The object of this research are respondents who intend to buy a Honda PCX motorcycle. as many as 200 respondents. The approach used in this research is the Structural Equation Model (SEM) with the Smart-PLS analysis tool. The results showed that price fairness had a positive and significant effect on consumer purchase intentions. Product design has no significant effect on consumer purchase intentions. Promotion strategy has a positive and significant effect on consumer purchase intention. Keywords: Fairness of price, product design, promotion strategy, purchase intention. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kewajaran harga, desain produk, dan strategi promosi niat membeli sepeda motor Honda PCX. Metode penelitian yang digunakan dalam penelitian ini adalah metode deskriptif. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik pengambilan sampel secara acak atau random sampling. Objek penelitian ini adalah para responden yang berniat membeli sepeda motor Honda PCX. sebanyak 200 responden. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian menunjukan kewajaran harga berpengaruh positif dan signifikan terhadap niat membeli konsumen. Desain Produk tidak berpengaruh signifikan terhadap niat Membeli konsumen. Strategi Promosi berpengaruh positif dan signifikan terhadap Niat Membeli konsumen. Kata kunci : Kewajaran harga, Desain produk, Strategi promosi, Niat membeli.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 488
NIM/NIDN Creators: 43115120215
Uncontrolled Keywords: Kewajaran harga, Desain produk, Strategi promosi, Niat membeli.
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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 14 Dec 2023 04:28
Last Modified: 14 Dec 2023 04:28
URI: http://repository.mercubuana.ac.id/id/eprint/84683

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