PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC ALL NEW HONDA PCX (Studi pada PT. Astra Honda Motor Jakarta Barat Periode 2016-2019)

JULIAN, MUHAMMAD BIAGGI (2021) PENGARUH KUALITAS PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOTOR MATIC ALL NEW HONDA PCX (Studi pada PT. Astra Honda Motor Jakarta Barat Periode 2016-2019). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to examine whether product quality, price and promotion have an influence on purchasing decisions. The population in this study is the people of West Jakarta who have bought the All New Honda Pcx Matic Motor. This type of research used in this research is causal research. The data used are primary data. The data collection method used in this study was a survey in the form of a questionnaire and observation technique. The sample technique used was purposive sampling. The criteria used in this study were 105 respondents who had bought the All New Honda Pcx Matic. The data analysis used was multiple linear regression analysis with SPSS 25. The results showed that the three independent variables including (1) Product Quality, (2) Price, and (3) Promotion had a positive and significant effect on the dependent variable All New Honda Pcx Matic Motorcycle Purchase Decision. The results of multiple linear regression indicate that all independent variables are Product Quality, Price, and Promotion have a positive effect on Purchase Decisions. From the test results, it is known that the largest positive influence on the Purchase Decision of the All New Honda Pcx Matic Motor is the Price variable which has a coefficient of 0.618. This is followed by the Promotion variable which has a coefficient of 0.246 and the variable with the lowest effect is the Product Quality variable which has a coefficient of 0.191. Keywords: product quality, price, promotion, purchasing decisions. Tujuan dari penelitian ini adalah untuk menguji apakah Kualitas Produk, Harga dan Promosi memiliki pengaruh terhadap Keputusan Pembelian. Populasi dalam penelitian ini adalah masyarakat kota Jakarta Barat yang pernah membeli Motor Matic All New Honda Pcx. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian kausal. Data yang digunakan adalah data primer. Metode pengumpulan data yang digunakan dalam penelitian ini dengan survey berupa teknik kuesioner dan observasi. Teknik sampel yang digunakan adalah purposive sampling. Kriteria yang digunakan dalam penelitian ini adalah 105 responden yang pernah membeli Motor Matic All New Honda Pcx. Analisis data yang digunakan adalah analisis regresi linear berganda dengan program SPSS 25. Hasil penelitian menunjukkan bahwa atas tiga variabel independen diantaranya (1) Kualitas Produk, (2) Harga, dan (3) Promosi berpengaruh positif dan signifikan terhadap variabel dependen yaitu atas Keputusan Pembelian Motor Matic All New Honda Pcx. Hasil dari pengujian regresi linear berganda menunjukkan bahwa seluruh variabel independen yaitu atas Kualitas Produk, Harga, dan Promosi berpengaruh positif terhadap Keputusan Pembelian. Dari hasil pengujian diketahui bahwa pengaruh positif terbesar terhadap Keputusan Pembelian Motor Matic All New Honda Pcx adalah pada variabel Harga yang memiliki koefisien sebesar 0,618. Selanjutnya diikuti dengan variabel Promosi yang memiliki koefisien sebesar 0,246 dan varibel yang berpengaruh paling rendah adalah variabel Kualitas Produk yang memiliki koefisien sebesar 0,191. Kata kunci: Kualitas Produk, Harga, Promosi, Keputusan Pembelian

Item Type: Thesis (S1)
NIM/NIDN Creators: 43117010255
Uncontrolled Keywords: Kualitas Produk, Harga, Promosi, Keputusan Pembelian
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 154 Subconscious and Altered States and Process/Psikologi Bawah Sadar > 154.6 Sleep Phenomena/Fenomena Tidur > 154.63 Dreams/Mimpi > 154.634 Analysis/Analisis
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: CALVIN PRASETYO
Date Deposited: 05 Aug 2023 06:39
Last Modified: 05 Aug 2023 06:39
URI: http://repository.mercubuana.ac.id/id/eprint/79994

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