AZWAR, RULLY CHOIRIL (2025) ANALISIS PROMOSI, PERSEPSI HARGA, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR YAMAHA DI BINTARO TANGERANG SELATAN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing public demand for motorcycles has made the level of competition in the automotive industry, especially motorcycles, increasingly tight. This can be seen from the many motorcycle brands that have emerged to meet the needs of consumers. This study aims to determine "Analysis of Promotion, Price Perception, and Product Quality on Yamaha Motorcycle Purchasing Decisions in Bintaro, South Tangerang". From this study, the independent variables consist of Promotion, Price Perception, and Product Quality, and the dependent variable is Purchase Decisions. The population in this study were consumers who had purchased Yamaha Motorcycles in Bintaro, South Tangerang. The analysis techniques used in this study include the outer model test (Convergent Validity, Discriminant Validity, Composite Reliability, Cronbach's Alpha), the inner model test (R-Square, Goodness of Fit Model) Data were collected by distributing questionnaires to consumers and processed using the Smart PLS 4.0 program. The results of this study are Promotio Accepted has a positive and significant effect on purchasing decisions, Price Perception Accepted has a positive and significant effect on purchasing decisions, and Product Quality Accepted has a positive and significant effect on purchasing decisions. Keywords: Promotion, Price Perception, Product Quality, and Purchase Decision yamaha motorcycle Kebutuhan masyarakat akan sepeda motor yang meningkat menjadikan tingkat persaingan dalam industri otomotif khususnya sepeda motor menjadi semakin ketat. Hal ini dapat dilihat dari banyaknya merek-merek sepeda motor yang bermunculan untuk memenuhi kebutuhan konsumennya. Penelitian ini bertujuan untuk mengetahui “Analisis Promosi, Persepsi Harga, dan Kualitas Produk Terhadap Keputusan Pembelian Sepeda Motor Yamaha Di Bintaro Tangerang Selatan”. Dari penelitian ini variabel independen terdiri dari Promosi, Pesepsi Harga, dan Kualitas Produk, dan variabel dependennya Keputusan Pembelian. Populasi dalam penelitian ini adalah konsumen yang pernah membeli Sepeda Motor Yamaha di Bintaro Tangerang Selatan. Teknik analisis yang digunakan dalam penelitian ini meliputi uji outer model (Convergent Validity, Discriminant Validity, Composite Reliability, Cronbach’s Alpha), uji inner model (R-Square, Goodness of Fit Model) Data dikumpulkan dengan membagikan kuisioner kepada konsumen dan diolah menggunakan program Smart PLS 4.0. Hasil dari penelitian ini adalah Promosi Diterima berpengaruh positif dan signifikan terhadap keputusan pembelian, Persepsi Harga Diterima berpengaruh positif dan signifikan terhadap keputusan pembelian, dan Kualitas Produk Diterima berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata Kunci: Promosi, Persepsi Harga, Kualitas Produk dan Keputusan Pembelian Sepeda Motor Yamaha
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