PENGARUH KUALITAS PRODUK, HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR METIK HONDA BEAT (Studi Kasus Masyarakat Teluk Gong, Jakarta Utara)

SAPUTRA, RIFALDY (2022) PENGARUH KUALITAS PRODUK, HARGA, DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR METIK HONDA BEAT (Studi Kasus Masyarakat Teluk Gong, Jakarta Utara). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of product quality, price and advertising on purchasing decisions of Honda Beat metik motorcycles in Teluk Gong community, North Jakarta. This research is a quantitative type that uses primary data. Using the population of the Teluk Gong Community, North Jakarta. The sample used in this study were 96 respondents. The sampling method was carried out by the Non-probability sampling method. This study uses incidental techniques to analyze product quality, price and advertising on purchasing decisions. The data analysis method in this study uses the SPSS (statistical product and service solution) application. In this study the results obtained from product quality, price and advertising have positive and significant results. Keywords: Quality, Product, Price, Purchase Decision, Promotion, Advertising. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga dan iklan terhadap keputusan pembelian sepeda motor metik Honda Beat pada masyarakat Teluk gong, Jakarta Utara. Penelitian ini merupakan jenis kuantitatif yang menggunakan data primer. Menggunakan populasi Masyarakat Teluk gong, Jakarta Utara. Sampel yang digunakan dalam penelitian ini adalah 96 responden. Metode pengambilan sampel dilakukan dengan metode Non-probability sampling. Penelitian ini menggunakan teknik insidental untuk menganalisa kualitas produk, harga dan iklan terhadap keputusan pembelian. Metode analisis data dalam penelitian ini menggunakan aplikasi SPSS (statistical product and service solution). Dalam penelitian ini hasil yang didapat dari kualitas produk, harga dan iklan memiliki hasil yang positif dan signifikan. Kata Kunci : Kualitas, Produk, Harga, Keputusan Pembelian, Promosi, Iklan.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 220
NIM/NIDN Creators: 43118010257
Uncontrolled Keywords: Kualitas, Produk, Harga, Keputusan Pembelian, Promosi, Iklan.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 17 Nov 2022 04:16
Last Modified: 17 Nov 2022 04:16
URI: http://repository.mercubuana.ac.id/id/eprint/71682

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