ANALISIS PENGARUH PERSEPSI KUALITAS PRODUK, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT BELI SEPEDA MOTOR YAMAHA

EMBULA, BALDIANUS TRIKURNIAWAN (2022) ANALISIS PENGARUH PERSEPSI KUALITAS PRODUK, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT BELI SEPEDA MOTOR YAMAHA. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of perceived product quality, perceived price and service quality on purchase intention. The object of this research is consumers who have an interest in buying Yamaha motorcycle products. This research was conducted on 265 respondents using a quantitative descriptive approach. Determination of sample size using purposive sampling technique. The method of data collection using the questionnaire method (questionnaire). The approach used in this study is a structural equation model (SEM) analysis tool Smart-PLS The results of this study prove that the perception of product quality has a positive and significant effect on interest in Yamaha motorcycle products. Price perception has a positive and significant effect on buying interest in Yamaha motorcycle products. Service quality has a positive and significant effect on buying interest in Yamaha motorcycle products. The managerial implications of the findings in this study recommend that the product quality, price and service quality provided by PT. Yamaha Putera Tiga Raksa can attract consumer buying interest. Keywords: Perception of Product quality, Perception of Price, Quality of Service and Purchase Interest Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kualitas produk, persepsi harga dan kualitas pelayanan terhadap minat beli. Objek penelitian ini adalah konsumen yang memiliki minat beli terhadap produk sepeda motor Yamaha. Penelitian ini dilakukan terhadap 265 responden dengan menggunakan pendekatan deskriptif kuantitatif. Penentuan ukuran sample menggunakan Teknik purposive sampling. Metode pengumpulan data menggunakan metode kuisoner (angket). Pendekatan yang digunakan dalam penelitian ini adalah structural equation model (SEM) dengan alat analisis Smart- PLS. Hasil Penlitian ini membuktikan bahwa persepsi kualitas produk berpengaruh positif dan signifikan terhadap minat produk sepeda motor yamaha. Persepsi harga berpengaruh positif dan signifikan terhadap minat beli produk sepeda motor yamaha. Kualitas pelayanan berpengaruh positif dan signifikan terhadap minat beli produk sepeda motor Yamaha. Implikasi manajerial dari hasil temuan dalam penelitian ini merekomendasikan agar kualitas produk, harga dan kualitas pelayanan yang diberikan PT. Yamaha Putera Tiga Raksa dapat menarik minat beli konsumen. Kata Kunci : Persepsi kualitas Produk, Persepsi Harga, Kualitas Pelayanan dan Minat Beli

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 22 078
NIM/NIDN Creators:	43117010219
Uncontrolled Keywords:	Persepsi kualitas Produk, Persepsi Harga, Kualitas Pelayanan dan Minat Beli
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 > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.4 Executive Management/Manajemen Eksekutif 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	05 Aug 2022 08:05
Last Modified:	05 Aug 2022 08:05
URI:	http://repository.mercubuana.ac.id/id/eprint/66923

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