DEVI, (2018) PENGARUH KUALITAS PRODUK, HARGA, DAN KEPUASAN KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA NMAX DI DKI JAKARTA (Studi Empiris pada Dealer Putera Group). S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRACT This research aims to examine and analyze the influence of Quality Product, Price, and Customer Satisfaction on Yamaha Nmax Motorcycle Purchase Decision in DKI Jakarta (Enpirical Study on Dealer Putera Group). The sampling technique in this research were Accidental Sampling. Respondents in this study were 100 respondents of people who used product Yamaha Nmax Motorcycle in DKI Jakarta. The data analysis that used in this research is statistical analysis in a form of multiple linear regression with SPSS version 21. The result of this research shows that Quality Product variable affects positively and significantly to Purchase Desicion, Price variable affects negatively and not significantly to Purchase Desicion, Customer Satisfaction variable affects positively and significantly to Purchase Desicion. Keyword: Quality Product, Price, Customer Satisfaction, Purchase Decision ABSTRAK Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Kualitas Produk, Harga, dan Kepuasan Konsumen terhadap Keputusan Pembelian Sepeda Motor Yamaha Nmax di DKI Jakarta (Studi Empiris pada Dealer Putera Group). Teknik pengambilan sampel dalam penelitian ini yaitu dengan Accidental Sampling. Responden dalam penelitian ini sebanyak 100 responden dari masyarakat yang pernah memiliki/menggunakan sepeda motor Yamaha Nmax di DKI Jakarta. Analisis data yang digunakan adalah analisis statistik dalam bentuk uji regresi linear berganda dengan aplikasi SPSS versi 21.0. Hasil penelitian menunjukan bahwa variabel kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian, dan kepuasan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Kualitas Produk, Harga, Kepuasan Konsumen, Keputusan Pembelian
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ 18 020 |
| NIM/NIDN Creators: | 43114310053 |
| Uncontrolled Keywords: | Kualitas Produk, Harga, Kepuasan Konsumen, Keputusan Pembelian |
| 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: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 13 Jan 2024 06:53 |
| Last Modified: | 13 Jan 2024 06:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/85338 |
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