PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS TOYOTA AVANZA

Wardhana, Delvin Rafa (2024) PENGARUH KUALITAS PRODUK, HARGA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS TOYOTA AVANZA. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk terhadap keputusan pembelian mobil bekas Toyota Avanza pada masyarakat di DKI Jakarta. Teknik penelitian ini menggunakan non probability sampling dengan metode purposive sampling dan perhitungan sampel didapat dari 5-10 dikali jumlah parameter yang diestimasi yaitu 100. Metode pengumpulan data dalam penelitian ini adalah melalui survey dengan menggunakan kuesioner sebagai instrumen penelitian. Data kemudian diolah menggunakan program Partial Least Square (Smart-PLS) versi 4.1. Hasil penelitian ini menunjukkan kualitas produk berpengaruh positif dan signifikan terhadap keputusan pembelian, harga berpengaruh positif dan signifikan terhadap keputusan pembelian, dan promosi berpengaruh positif dan signifikan kepada keputusan pembelian This study aims to examine the influence of product quality on the purchasing decision of used Toyota Avanza cars among the public in DKI Jakarta. The research technique employed non-probability sampling using purposive sampling method, and the sample size was calculated as 5-10 times the estimated number of parameters, which is 100. Data collection in this study was conducted through a survey using a questionnaire as the research instrument. Subsequently, the data was processed using the Partial Least Square (Smart-PLS) version 4.1 software. The findings of this research indicate that product quality has a positive and significant impact on purchasing decisions, price has a positive and significant impact on purchasing decisions, and promotion has a positive and significant influence on purchasing decisions.

Item Type: Thesis (S1)
NIM/NIDN Creators: 43120010459
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Keputusan Pembelian, Mobil Bekas, Toyota Avanza Product Quality, Price, Promotion, Purchase Decision, Used Car, Toyota Avanza
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: SILMI KAFFA MARISKA
Date Deposited: 05 Oct 2024 07:51
Last Modified: 05 Oct 2024 07:51
URI: http://repository.mercubuana.ac.id/id/eprint/92241

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