AYUNINGRUM, FARIDA (2019) PENGARUH PRODUK, HARGA DAN PROSES TERHADAP KEPUTUSAN KONSUMEN MENGGUNAKAN MASKAPAI PENERBANGAN AIR ASIA INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to know the influences of product, price and process on consumer purchase decision of Air Asia Indonesia Airline. The object of this research is consumers of Air Asia Indonesia Airline, which was held on April 2018 to Desember 2019. This research was also conducted using quantitative descriptive approach with 100 respondents. Likert scale was used to measure ordinal data of each varibel. The data is further analyzed using statistics analysis in the form of double linear regression test, with SPSS version 24 served as the analysis tool. The result of this research has shown that, either simultaneously or partially, the variables of product, price, and process had influenced the consumer purchase decision of Air Asia Indoneisa Airline. It also shew that there was a positive impact between product and consumer purchase decision with significancy result about 0.035<0.05, with total impact around 0,158. Meanwhile, the variabel price also had a positive impact to the consumer purchase decision with significancy result about 0.000<0.05, with total impact around 0,526. Then, the variabel process gave a positive impact as well to to the consumer purchase decision with significancy result about 0.002<0.05, with total impact around 0,260. Therefore, the accepted assumption would be: if the variable of product, process and price increased, the consumer purchase decision would increase as well. There was also a correlation between product, price, and process on consumer purchase decision of Air Asia Indonesia Airline. Keywords: product, process, price, consumer purchase decision Penelitian ini dilakukan untuk mengetahui pengaruh produk, harga dan proses terhadap keputusan pembelian maskapai penerbangan Air Asia Indonesia. Objek penelitian ini adalah konsumen maskapai penerbangan Air Asia Indonesia, penelitian ini dilakukan pada 100 responden yang dilakukan pada bulan April 2018 sampai dengan bulan Desember 2018 dengan menggunakan pendekatan deskriptif kuantitatif. Pengukuran data ordinal untuk masing-masing variabel menggunakan model sekala Likert. Metode analisis yang digunakan untuk menguji hipotesis menggunakan analisis regresi linier berganda, dengan alat analisis SPSS versi 24. Hasil penelitian ini menunjukan bahwa uji secara simultan, produk, proses dan harga berpengaruh terhadap keputusan pembelian maskapai penerbangan Air Asia Indonesia. Penelitian ini juga menunjukan pengaruh positif antara produk terhadap keputusan pembelian dengan nilai signifikansi sebesar 0,035 < Signifikasi 0,05, dan besar pengaruhnya sebesar 0,158. Sementara itu, variabel harga juga mempunyai pengaruh positif terhadap keputusan pembelian dengan nilai signifikansi sebesar 0,000 < Signifikasi 0, 05, dan besar pengaruhnya sebesar 0,526. Kemudian, variabel proses memberikan pengaruh yang juga positif terhadap keputusan pembelian dengan nilai signifikansi sebesar 0,002 < Signifikasi 0,05, dan besar pengaruhnya sebesar 0,260 . Oleh karena hal itu, asumsi dalam penelitian ini menyatakan bahwa jika variabel produk, proses dan harga meningkat maka keputusan pembelian pun akan meningkat, serta adanya hubungan pengaruh antara variabel , produk, proses dan harga terhadap keputusan pembelian maskapai penerbangan Air Asia Indonesia. Kata kunci : produk, proses, harga, keputusan pembelian.
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 19 393 |
| NIM/NIDN Creators: | 43114120369 |
| Uncontrolled Keywords: | produk, proses, harga, keputusan pembelian. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 334 Cooperative/Koperasi, Sistem Perkoperasian > 334.5 Consumer Cooperatives/Koperasi Konsumen 600 Technology/Teknologi > 670 Manufacturing/Manufaktur, Pabrik-pabrik > 671 Metalworking Process/Pabrik Logam > 671.8 Primary Products/Produk Utama 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 21 Nov 2021 14:36 |
| Last Modified: | 27 May 2022 03:35 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/50609 |
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