IMAM, (2016) PENGARUH HARGA DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PART ACCESORIES TOYOTA AVANZA PADA AUTO2000 DENGAN BRAND SEBAGAI VARIABEL MODERATING. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Penelitian ini adalah penelitian tentang “Pengaruh Harga dan Personal selling terhadap keputusan pembelian dengan Brand sebagai Variabel Moderasi”. Variabel dependen dalam penelitian ini adalah keputusan pembelian sedangkan variable independennya adalah harga dan personal selling. Variabel moderating menggunakan variabel brand. Populasi dalam penelitian ini adalah konsumen yang melakukan pembelian Part Accesories Toyota avanza pada cabang Auto2000 Cikarang, auto2000 BSD dan Auto2000 Tebet Sharjo. Pada saat penelitian dilaksanakan diambil sampel 100 orang dari tiga cabang Auto2000 dengan teknik pengambilan sampel menggunakan purposive sampling. Metode analisis data yang digunakan adalah analisis kualitatif dengan menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, analisis linear berganda dan analisis regresi moderasi. Hasil penelitian ini membuktikan bahwa secara parsial, variable harga berpengaruh signifikan terhadap keputusan pembelian, dan persoanal selling secara parsial tidak berpengaruh secara signifikan terhadap keputusan pembelian. Secara simultan, variable harga dan personal selling berpengaruh secarasignifikan terhadap keputusan pembelian. Sedangkan moderasi brand mampu memperkuat pengaruh hargadan personal selling terhadap keputusan pembelian. Kata kunci : harga, personal selling, keputusan pembelian, brand ABSTRACT This study is a research on “The Effects of Price and Personal selling Against The buying decision, Moderated by brand”. The dependent variable in this study is buying decision, while the independent variable is Price and Personal Selling. Moderating variables using variable Brand. The population in this study is that consumers who purchase part accesories Toyota Avanza at the branch Auto2000 cikarang, auto2000 BSD and auto2000 tebet sharjo. In this research the were taken 100 people sampel from three branch Auto2000 with the sampling technique used purposive sampling. Data analysis method used is qualitative analysis using validity, reliability test, the classical assumption test, multiple linear regression analysis and moderasi analysis regression. The results of this study demonstrate that partial, price variable is significantly effect on buying decision. And personal selling not significantly effect on buying decision. Variables simultaneously price and personal selling have significant effect on buying decision. Moderation Application of brand is able to amplify the effect of the of price and personal selling against Movement of buying decision. Keywords: price,personal selling,decision purcase, brand
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ 16 009 |
| NIM/NIDN Creators: | 43112320079 |
| Uncontrolled Keywords: | Kata kunci : harga, personal selling, keputusan pembelian, brand |
| 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 > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 16 Jun 2022 04:53 |
| Last Modified: | 16 Jun 2022 04:53 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/63493 |
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